File this under “What were they thinking?” What marketing genius decided it would be a good idea to connect the dots between the tobacco industry and one of the largest fast food chains? With Fast Food Nation and Supersize Me highlighting the unhealthiness of things like fries and hamburgers — and attacking fast food and obesity as the next smoking epidemic — why would Burger King possibly want to evoke images of the Marlboro Man now? I have a feeling this agency in Germany won’t be working for BK much longer.
The ads remind me of an old Truth campaign billboard:
via TWENTY FOUR
Nedra helps nonprofits and public agencies create positive change on health and social issues through social marketing and transmedia storytelling strategies at Weinreich Communications since founding the company in 1995. She helps organizations make a difference for the populations they serve by strategically designing programs that draw on state-of-the-art behavior change techniques, digital media approaches and the power of stories. 
Smoking is more ubiquotous in Germany, so probably the whole “OMG SMOKING IS EVIL” thing doesn’t quite apply to their mindset.
Also, that Malboro Man ad has become something of a pop culture icon. It’s just a reference.