Arguably one of the Google Assistant's best features is the ability to respond hands-free.
For anyone with a Google Home near their TV, that strangely phrased request will prompt the speaker to begin reading the Wikipedia entry for the Whopper. A new ad from Burger King is causing quite the stir and a lot of discussion today, which is pretty impressive considering it's only 15 seconds in length. Being able to distinguish between two or more voices in the home is useful for tailoring the services to personal preferences, but could also help prevent this type of device hijacking. The ad features a guy in a Burger King uniform who explains, "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". "But I got an idea". In this case, it was Burger King's chance to tell the tale of its flame-broiled Whopper.
The campaign hasn't gone as smoothly as planned.
It actually looks like Burger King went and edited the Whopper entry ahead of this ad being run.
TV commercials have historically triggered assistants unintentionally and often to comedic effect.
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Amazon's Echo has had similar issues with being triggered by television. Burger King seems to have the advantage of being the first company to try something like this - it isn't hard to imagine that subsequent attempts at controlling a smart device through advertising will be met with outright disdain. President José Cil also claimed it was a "cool way to connect directly with our guests".
Past experiments with assistant-powered promotions have not been well-received.
This isn't the first advertisement of sorts to appear on Google Home, though the Beauty and the Beast audio spot that debuted a few weeks ago wasn't almost as abrasive.
And all evidence suggests Burger King is behind the edit. The spot is supposed to begin running in prime-time slots across the U.S. today on networks including History, Spike, Comedy Central, MTV, E!, and Bravo, and it will air during Adult Swim, The Tonight Show, and Jimmy Kimmel Live.