Burger King goes after bullying in strange new Bullying Junior ad

Burger King has a video this month as it joins forces with NoBully.org to bring awareness to the cause - and it's premise might make you think twice about what you see and say.

The anit-bullying campaign, which the burger chain describes as “eye-opening” in a press release, “brings the issue even closer to home with an experience that took place in a Burger King restaurant.”

The burger chain launched a campaign, known as 'Bullying Junior', that begins with personal stories from students about times in their lives that they were bullied. After the students tell their stories, the statistics are flashed on screen: "30% of school kids worldwide are bullied each year"

The video cuts to hidden cameras inside a Burger King where a strange experiments is taking place. A group of actors are portraying bullies and are bullying a high school junior (who is also an actor). They tease and push him - then they pour a drink on his food.

WATCH IT HERE:

Customers in the restaurant, not actors, see what's happening and most ignore the boy.

The video cuts to the inside of the restaurant's kitchen where a staffer (another actor) is 'bullying' a Whopper Jr. He punches it, smashes, and then serves it up to the unsuspecting Burger King customers.

Once the customers receive their food, the video says “95 percent of the real-life customers reported the bullied Whopper Jr." to the staff. However, that statistic is jarringly juxtaposed with the next on-screen message, which states that just “12 percent" of the customers stood up to the bullies on behalf of the young actor who was being mistreated.

The "shocking and not so shocking” outcome is that people are more interested in the meal - the one they paid for, and expected not to be trashed - than they were in the high schooler who was being bullied right in front of them, the press release says.

“We know that bullying takes on many forms, physical, verbal, relational and online. But the first step to putting an end to bullying is to take a stand against it,” said CEO and Founder of NO BULLY®, Nicholas Carlisle. “Our partnership with the BURGER KING® brand is an example of how brands can bring positive awareness to important issues. You have to start somewhere and they chose to start within.”

Information from FOX News was used in this report.

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