The new provoking advert of Burger King is dedicated to the anti-bullying month in the USA. A three-minute advert by Burger King has gone viral on social media. Within it, the burger chain deals with the problem of bullying, in part LGBT bullying, and people’s reaction on it. Are they ready to help when they see someone bullied?The film begins with kids recounting the reasons for which they’re bullied. ‘Chubby, short,’ says one girl. ‘Queer’ says one boy. ‘Getting caught up in bullying is so easy. You’re just glad you’re not being bullied,’ says another. The brand then undertakes an experiment. It places young actors in a restaurant where they were asked to act bullying against one of the group. It then also ‘bullies’ a burger: A chef smashes it with his fist before wrapping it up and giving it to an unknowing customer and 95% of people noticed it, but as for a bullied kid, only 12% paid attention to it and intervened. The film has been viewed over 370,000 times on Facebook at the time of writing. Burger King is headquartered in Miami, Florida. It scored 85 (out of 100) on the most recent HRC Corporate Equality Index – a ranking of companies based on their LGBT-friendly policies and procedures. It has previously supported LGBT causes through participation at Pride events and producing a limited edition ‘Proud Whopper’ .