In the ad, actual customers in a Burger King are seen ordering the chain's popular Chicken Fries and hidden cameras capture the reactions of women who are asked to fork over $1.50 more than men who order the same menu item. The only difference? The women's Chicken Fries come in a cutesy pink box (of the exact same size) that's labeled "Chick Fries."
As you might expect, the the female customers are not pleased with the prospect of paying significantly more for the same thing. Tempers flare as "employees" goad them by asking whether they bat an eye at paying more than men for other products that are essentially the same. Eventually, the customers learn the whole thing is a stunt and sound off on camera about why the "pink tax" is bullshit. The commercial is surprisingly effective, and even encourages the viewer to get involved by contacting their representative to support the Pink Tax Repeal Act.
This isn't the first time BK has taken a stance on a controversial and vaguely political issue. After the FCC voted to gut net neutrality, the brand released an excellent ad warning of the dangers of living in a post-net neutrality world. And considering the litany of issues bubbling up these days, it likely won't be the last.