92 Whopperettes Kick Off Burger King's "Super" Return

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Burger King
Burger King "Whopperettes"
Burger King's back in the Super Bowl after an 11-year absence, and Crispin Porter + Bogusky has cooked up one whopper of an integrated campaign to celebrate the triumphant return. The curtain rises shortly after Sunday's opening kickoff with a 60-second spot that introduces the Whopperettes, a troupe of 92 dancing ladies—including Brooke Burke, the new tabloid squeeze of BK's kingly mascot—dressed as Whopper toppings who perform in the most lavishly ambitious musical number ever devised for a fast food ad. "The Whopperettes embody the tagline, 'Have It Your Way,'" explains CP+B vice president and senior copywriter Bob Cianfrone. "They want nothing more than to give you a Whopper your way. It falls right out of the brand platform!"

With such expert choreography and elaborate costumes crafted by an Oscar-winning costume designer, you might assume that the agency created the campaign with the Big Game in mind. Not so, according to Cianfrone. "We didn't set out to create a Super Bowl commercial," says the writer. "As we were shooting the spots [two additional Whopperette spots are on the way] and creating the website, we knew in the back of our minds that we wanted to launch somewhere big. And then the Super Bowl came along." Speaking of the website, the anticipated interactive content on whopperettes.com will finally be made available starting on Sunday. And while all parties involved are staying mum on the details, Cianfrone teases that "people will have a chance to order a Whopper the way they want it...and see it built right before their very eyes."

Mobile content rounds out the campaign's interactive elements, as CP+B has teamed with Sprint to offer two minutes of exclusive content—including an extended version, outtakes and behind-the-scenes footage—to wireless customers equipped with video service within 30 minutes of the spot's on-air debut.
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