If you haven’t heard Burger King’s “Whopper Whopper” jingle yet, you clearly haven’t been watching enough football.
But the earworm from BK’s “You Rule” campaign has been spreading well beyond NFL telecasts in recent weeks, infiltrating every social media space, from Twitter to TikTok, with its tuneful, uncomplicated love of flame-grilled hamburgers.
This isn’t thanks to a media buy. Rather, it’s people claiming the jingle as their own, embracing and repurposing it—with that weird mix of affection and mockery common to all memes—for an ocean of original content. And according to the agency that made it, this virality is the result of a less precious approach to BK advertising that simply aims to be the most fun for the most people.
8 Mile to Daft Punk
If you’ve been living under a rock, here’s what we’re talking about: