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Burger King pulls ad promoting pushing Russian women to get impregnated by World Cup players

Illustration for article titled Burger King pulls ad promoting pushing Russian women to get impregnated by World Cup players
Photo: Pallava Bagla (Corbis via Getty Images)

The World Cup has invaded Russia, and the home team, ranked 70th on its way in, has actually won its first few games to the surprise of soccer/football fans. In a misguided attempt to help improve that team for future generations, Burger King unleashed an ad in Russia that promised vast rewards for any Russian woman who got impregnated by a World Cup player. According to CBS News, the now-pulled ad stated, “Every woman will get three million rubles [around $45,000] and a lifetime’s supply of Whopper burgers. Women who manage to get the best football genes will ensure Russia’s success in future generations.”

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The public outcry was swift, resulting in the ad being pulled and the following frustrating response from BK: “We apologize for our statement. It turned out to be too offensive.” Turned out? The saddest part of the story may be the quotes from Russian citizens in USA Today, in which some say they weren’t even surprised by such an offensive ad:

Ksenia Fadeeva, 19, a student from Moscow, said that Russian women are accustomed to such sexist advertisements. “It is normal for us,” she told USA TODAY Sports. “It is pathetic, but companies know they can appeal to the basic instincts of Russian men in this way. My male friends thought it was funny. We get used to this.”

Gwen Ihnat is the Editorial Coordinator for The A.V. Club.

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DISCUSSION

yourmomandmymom
Darth Fabulous

I can understand this for hockey, but why soccer? Not like Russian soccer players are household names. OTOH, I would totally be cool with Alex Ovechkin impregnating my wife for a lifetime of burgers.