A Whopper of a rip-off

Burger King raids The Office for ads

Burger King has been accused of ripping off The Office in a new series of adverts in the States.

Few in America have seen Ricky Gervais's sitcom, but since winning its two Golden Globes, it has been tipped as the next big thing.

But before the American remake has aired, the fast-food giant has swooped in with a campaign set in an office, filmed like a fly-on-the-wall documentary and featuring awkward silences as workers embarrass themselves.

American advertising bible AdAge called the commercialss a "to-the-letter ripoff of/tribute to The Office".

But Gervais said he "really care enough" to do anything about it, as long as he is not seen to be endorsing "tat".

He told Media Guardian: I haven't seen it so I can't really comment whether they've ripped us off or not.

"If it looks like they have or there's a consensus of opinion that it's an homage or they've been influenced by us, well you know what, I don't really care enough. If it's almost a complete rip-off, well then everyone can see that."

Andrew Keller, the creative director at agency Crispin Porter & Bogusky, claimed the similarity was pure coincidence.

He said: "We definitely didn't say 'oh, we must go out and make something like The Office'. In the end, I don't think they're that similar. I think if these ads had come out a few months ago no one would have been comparing them to The Office."

In reviewing the commercials, AdAge's Bob Garfield said: "Welcome to the wonderful world of creativity -- or, as we like to call it: Other People's Ideas Co-opted.

"Are we just imagining that lately the homages are more brazenly direct lifts? You know: smash, grab, file off the serial number and slap the advertiser's logo on it. Instant advertising!"

When Burger King, which has sales of more than $11billion each year, appointed the agency, they said they were expecting "innovative" advertsing.

In a press release filled with exactly the sort of management mumbo-jumbo that David Brent struggles with, chief executive Brad Bloom said: "We must have groundbreaking, next-level, results-oriented and innovative advertising that strongly connects with our core consumers."

While chief marketing officer Russ Klein said: "Their thought leadership and keen sense of connectivity to an increasing complex pop-culture is without rival."

Watch the Burger King ads on AdAge