Burger King and agency We Believers seem to be having a ball poking fun at the fast feeder's customers. A recent print campaign caught real BK patrons dozing off in the middle of the restaurant after devouring its biggest burgers. And now, their latest ad shows how Americans are total wimps when it comes to eating something with a little heat. 

In Mexico, Burger King recently introduced the Mango Habanero King, an uber-spicy burger. Such an item, however, typically would have a tough time standing out in the market, which is already filled with spicy foods.

So BK and We Believers decided to make guinea pigs out of American tourists.

They trained hidden cameras on U.S. travelers who ordered the Mango Habanero King at BK restaurants in the Yucatan Peninsula. With cities like Cancun, Tulum and Playa del Carmen, the area is a tourist hotspot, but it also happens to be where the habanero chili originated. 

The resulting footage revealed that the "gringos," as they're called in the video, really can't handle the extra kick—"That was the worst burger I've ever had in my life," one woman cries after the burger sends her into a coughing fit. The film then cuts to the locals, who look like they could very well be eating vanilla pudding.