It was not so long ago that the Burger King brand revolved around being perceived as ultra Machismo Man-ism. However as of late it would appear they have dropped their masculine overtones for more topical flavor. Their newest advertising seems to play right into the mindsets of a growing consumer base that is plagued by a lost sense of irony. I feel hard pressed to find a company that has turned a faster and more complete 180 in terms of brand then Burger King's attempt to appeal to this new and growing "hipster" market. This seems akin to the Blackwater Defense Group partnering with Disney for the next Shrek Movie. Next Burger King will be offering Whoppers in Setain "meat alternative" versions. Thank god Taco Bell has not lost its way!