Burger King is advertising the revolting sight of a moldy Whopper

It doesn't get a whole lot less appetizing than this.

Burger King is rolling out a new ad campaign based entirely around the image of a revolting, moldy burger shown in excruciating close-ups, one of those "so crazy it just might work" ideas you can imagine Don Draper pitching to a room full of executives stunned into silence. Adweek's David Griner immediately deemed this "one of the boldest, most bizarre ad campaigns" ever, and at the very least, it's certainly among the least appealing.

There is, if you're curious, an actual reason behind the campaign beyond just terrorizing the public: to promote the company's Whopper made without preservatives. A commercial showing the burger turning increasingly disgusting over the course of 34 days declares that this horrifying sight shows the "beauty of no artificial preservatives," a tagline certainly written with a dose of sarcasm. If you've ever wanted to see SpongeBob SquarePants' Nasty Patty come to life, well, here's your chance.