Quiznos has raised the ire of Burning Man organizers in this hilarious tie-in with 20th Century Fox's latest Maze Runner movie, The Scorch Trials. The brand's new video recently debuted on Quiznos' Toasty.TV microsite and makes fun of the Nevada yearly event, built as an experimental art community that celebrates values such as radical self-expression and decommodification.
The parody sends characters from the new film into a new, treacherous challenge -- to experience Burning Man, where they encounter unicorn mobiles, human car washes and cuddle puddles, as well as corporate influence that's been seeping into the event. This includes that of Quiznos, which blatantly throws a site link and various sandwich appearances into the piece.
"I just saw a Google exec fire jousting with P Diddy!" one character exclaims.
"The lied to us," says another. "I thought this was an anti-establishment society based on radical self-expression. Instead, it's become a place for rich people to check off their bucket list."
Burning Man organizers, it turns out, aren't too happy about the latest film and are considering legal action against the Denver, CO-headquartered fast feeder -- if not for pointing out what may be painful truths about how the festival has evolved, but for theft of intellectual property.
"We are pretty proactive about protecting our 10 principles, one of which is decommodification," Graham told the Reno-Gazette Journal. "We get a quite a number of requests each year from companies wanting to gift participants with their product or to capture imagery or video of their products at the event, and we turn them all down."
All told, the film is quite funny.
"They're literally burning the man," concludes one character at the end of the piece.
Quiznos' Toasty.TV is the brand's portal for pop culture parodies and previously featured films mocking Game of Thrones and Entourage.