Burger King is catering for a more diverse audience in Brazil with an ad that features a blind protagonist.

The spot, created by David Sao Paulo, features Eduardo, a visually impaired man, in the lead role, trying out a Double Cheddar and a Big King, sandwiches in Burger King's current 2x15 promo, wearing a BK crown. Eduardo gives a brief description of the sandwiches and says: "One of the things I say I'll believe it when I see it." The tagline is "We welcome everyone."

The campaign will run on TV as well as digital media, and is the first spot on Brazilian broadcast TV to feature audio description in the main audio channel, rather than as an optional add-on. 

Rafael Donato, David's Creative VP, says that both client and agency learned a great deal from this new project. "It's the type of job that shifts your perspective on people with visual disabilities and we hope this does the same with our audience," he said in a statement. "Although blind, Eduardo doesn't see his disability as a handicap. Quite the opposite, he's the type of guy who can laugh at himself and enjoys a good laugh, like every good Burger King lover."