This is not what I was expecting from Burger King. While I did expect them to use celebrities, because that's what most commercials seem to do these days, I was not expecting those four people. It seems like they are trying to attract a Latino audience, because of their inclusion of Vergara, Hayek, and Beckham - three big celebrities in the Latino community. The Latino population is the fastest growing population in the country, and while it would make sense to appeal to them, making three out of the four commercials directed solely to one group seems a bit much. The use of Leno, I think, was to give Burger King some credibility and class, while at the same time appealing to the older generation, who know him from his late night show.
In addition, the choice of Vergara, Hayek, and Beckham is interesting because they are all very attractive people (sorry Jay). Another reason that Burger King likely chose them was to express the idea that you can go to Burger King, eat their food, and look like these celebrities.
Personally, the only commercial I found myself laughing at was the David Beckham one. Something about it, whether it is the swooning of both the employee and the manager, or the shift between fantasy and reality, did it for me. The other three seemed a bit contrived, like they had to force a laugh out of it.
I am not sure if I think this is the correct direction for Burger King to move in. On one hand, the Latino population keeps growing, so it makes sense to appeal to that population. On the other hand, they shouldn't alienate their loyal customers by not appealing to them anymore, or ignore other sects of the population. Only time will tell if these ads work.
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