celebrity brandmatch

Mary J. Blige Now Knows Who Her Friends Are Thanks to Burger King

Posted by Mark J. Miller on July 2, 2012 11:54 AM

Mary J. Blige had a dream when she was a kid. It wasn’t too outrageous or impossible to reach. All she wanted to do was be in a commercial for McDonald’s or Burger King. Well, she can scratch it off her list now and try to figure out how the whole became such a nightmare.

When Blige’s commercial for Burger King — part of BK's just-wrapped celebrity campaign for its new menu — came out in April, some attacked the spot touting crispy chicken snack wraps as stereotyping the African American performer. Wrap up all that anger and confusion into a slew of social-media outpouring and you’ had some pretty bad PR for Blige, while BK quickly squelched the affair by pulling the commercial.

It was also an object lesson in the pitfalls of celebrity endorsements. For Blige's part, she’s finally opening up about her side of the PR failure and has apologized to anyone who was offended.

“It was a mistake, but I did it because I thought it was something that wouldn’t come out like that,” Blige was quoted last week. “It was sold to us that I would be shot in an iconic way. I was looking for someone to have mercy, but no one had mercy. It was a learning experience. It hurt my feelings. It crushed me for like two days.”

That lack of mercy had Blige hiding herself away and figuring out just who her real friends actually are. “All those fairweather friends that were online popping junk. That’s the kind of stuff that hurt my feelings so bad.”


kentle United States says:

had to wait until rock of ages came out and got some positive reviews before she made a comment about the bk ad...now she can enjoy the $2M she got paid for the ad and talk about it because her roll as a black madame in the movie wasn't seen as "stereotypical".  that wouldn've been too many negatives about in her in such a short period of time.  pr folks don't like that.  "crushed me for like two days" - hilarious.  obviously life altering...

July 3, 2012 10:35 AM #

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