If Yoda shilling for cup noodles made your skin crawl and
your soul cry “Nooooo,” get ready to feel the Force sell-out even harder, and
weirder, with a recent spate of George Lucas-approved shameless Star Wars
marketing tie-ins. First, there’s Darth Maul and Yoda stumping for Lipton iced
tea. Embarrassing, but that’s nothing compared to the super disgusting idea of
a Darth Vader-themed hamburger featuring black-dyed buns. Blech. These are not
the burgers you’re looking for, at least not to eat.
The Vader burger is offered at French-Belgian fast food
chain Quick, along with two other new sandwiches, the Dark Burger on dyed red
buns a la Darth Maul, and the Jedi Burger, topped with diced mozzarella cheese
cubes. The special Star Wars fare will be available for a limited time from
January 31 to March 1, though the Vader burger, which is comprised of “two
minced beef patties topped with one slice of melted pepper Cheddar cheese,
pepper sauce, endives and rings of red pepper all between black-colored buns
sprinkled with black pepper and poppy seeds” and is inexplicably spelled
“Vador” burger in this Quick ad, will get an extended run through March 5. [Darth
Vader became Dark Vador in France," which explains the alternate spelling
but not the bizarre choices in burger composition.]
You can thank the upcoming 2012 release of Star Wars Episode
I -- The Phantom Menace 3D for the upsurge in shameless cross-branding, which
is fine and a part of the business, especially when reintroducing a film to
newer audiences and older fans who are now old enough to drink iced tea and
order gross burgers at the drive-through.
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