LONDON (AdAge.com) -- Call it the Subservient Shower Girl.
Burger King U.K. is inviting young men to watch and interact with a bikini-clad girl as she takes her daily shower, in a new "glorious mornings" promotion which urges consumers to "seize the day your way."
The www.singingintheshower.co.uk website is billed as "the world's first guilt-free shower-cam," where visitors can ask a 20-year-old woman to wear a different bikini and sing a different song as she takes her morning shower each day.
Burger King invites customers to "watch the shower babe shake her bits to the hits at 9:30 a.m. every morning." And it doesn't end there -- you can also win a date with the "sizzling shower babe" by filling out a form saying why you deserve to be chosen.
A Burger King spokesman explained the blatantly male bias of the campaign. He said, "Our research showed that breakfast is a male-centric audience for Burger King; it doesn't resonate as well with women -- we are targeting the people who are buying breakfast."
The website, which is aimed at men 18 and older (the site is age-restricted), also hosts offers, competitions and viral videos. It will continue throughout the month of December.
Male-targeted ads are also appearing on music-streaming site Spotify, with four different executions timed for broadcast at various times of the day. As well as spoken ads, there will be banners, a scroll bar and album art replacement, all driving traffic to the website.
Sarah Power, marketing director U.K. and Eire for Burger King, said in a statement: "Our shower-cam gives hungry Brits the chance to watch the BK Shower Girl singing in the shower every day to help them work up an appetite for our fantastic new breakfast range."
Pancentric Digital developed the Singing in the Shower site, and Cow PR devised the campaign.