Burger King has released an ad calling out bystanders who don't intervene when they see others being bullied.
The ad opens with students explaining why it's difficult to stand up to bullies.
"It's been hard for me to stand up for other people because I feel like I'm already a target," one student said.
"It's just easier to do nothing," said another.
The ad claims 30 percent of students worldwide are bullied each year, before revealing a social experiment: Burger King had actors bully a high school junior in front of other customers.
They also had a staff member punch a Whopper Jr to see which 'junior' people cared about more.
While 95 percent of customers complained about the flattened burger, only 12 percent stood up for the student being bullied.
"To feel defenceless, that's one of the worst things in the world," one customer said.
"I've been that kid so if I see it, I'm going to do something about it."