The panel of ABC's Gruen has labelled Burger King's latest campaign #FeelYourWay "opportunistic" and poorly executed despite its attempts to mainstream conversations on mental health.
The ad, created by MullenLowe US, was released in May for Mental Health Awareness Month in conjunction with Mental Health America.
It took a swipe at Burger King's competitor McDonalds and its Happy Meals with the release of Real Meals, while simultaneously trying to talk about mental health.
Todd Sampson says while intent was there, the execution was terrible.
"Having a go at McDonalds and trying to do something mental health - it definitely confuses the message," Sampson says.
"The way they frame mental illness as a 'bad day', I think it marginalises so much of what mental illness is. Not to mention there is a direct correlation between poor diet and mental illness. So, there's an irony there."
Real Meals invited customers to choose a meal based on how they are feeling with moods including Pissed Meal, Blue Meal, Salty Meal, YAAAS Meal and DGAF Meal.
The ad was slammed across social media with people taking to Twitter to call out the company for using mental illness to promote its products.
BMF executive planning director Christina Aventi says the ad felt "opportunistic" but with a better execution it could have had greater impact.
"The only tool they're giving you is that it's okay to not feel okay and you can Whopper your worries away which just is not enough."
PwC chief creative officer Russel Howcroft says the ad was "well produced" and it was evident that lots of money went into it.
However, he felt this "diminished" the message Burger King was trying to covey and ultimately the fast food chain missed the mark.
"I don't know you need to spend a million bucks making an ad about that but that's their natural place," Howcroft says.
"They're Burger King - a major advertiser."
Both Sampson and former R/GA VP managing director Rebecca Bezzina agreed that the fast food chain was tapping into an important conversation but a lack of resources for those who might be suffering with mental illness or seeking help let the ad down.
"They're not helping you with any resources post it is where it was really let down," Bezzina says.
"Money could have been better spent at the other end."
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