While Burger King is far from the first to recognize that it's possible to mess with someone else's smart speaker, it's certainly the first to put it into a widely run ad campaign.
Burger King unveiled a risky new ad Wednesday that triggers Google's voice-activated assistant, waking up Android phones, Chrome browsers and Google Home speakers alike. But it was quickly burned.
The 15-second ad starts with a Burger King employee holding up the sandwich saying, "You're watching a 15-second Burger King ad, which is unfortunately not enough time to explain all the fresh ingredients in the Whopper sandwich".
Google Home, if placed close to the TV, will light up and rattle off a Wikipedia definition of what is in the 100% beef Whopper.
It really hasn't been a good week for brands, and though Burger King hasn't physically assaulted anyone here, it's natural to feel personally assaulted by advertisements in the home on a device you had originally thought was for personal use.
However, according to Forbes.com, Google has manually killed the Whopper search in Assistant this afternoon.
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Smart assistants like Google Home and Amazon Echo are meant to simplify our lives by controlling apps, services and information with our voice. But as Google Assistant users who watched a new ad spot from Burger King recently found out, that convenience can be a curse.
"There's a law of diminishing returns here".
Google confirmed to me it had no involvement in the making of this oeuvre. The line was first added by someone with the username "Fermachado123", which appears to be the username of Burger King's marketing chief, Fernando Machado. Here's the ad, and if you want to experience it fully, we suggest you turn your volume up so that Google Home - or your Pixel, for that matter - is triggered.
Business Insider tested out the ad on Tuesday, and it worked.
The ads can also Google on other devices - though, for a Google app on the iPhone, for instance, you have to press the speaker button.
The page also now contains references to the controversy itself and subsequent Wikipedia editing, because the internet is a snake that perpetually eats its own tail.