Burger King burns down a house in ad honoring firefighters

The chain is giving special benefits to fire service heroes in its first Colombian campaign

Published On
Aug 13, 2021

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Burger King has long played on its association with fire to get across its "flame-grilled" message; a few years ago, its somewhat controversial Burning Stores campaign, featuring burned-down restaurants, won a Cannes Grand Prix, while Burn That Ad in 2019 encouraged people to set competitors' ads "on fire."

Now the chain is playing with fire again, in its first-ever brand campaign in Colombia. There, it's decided to "sponsor" firefighters by giving them and their families special memberships and promotions.

The campaign, created via agency Fantástica, shows firefighters heading to work and then tackling a house fire. They then wrap up their day with a meal at Burger King. The spot makes the connection between a firefighter who has "13 years experience with fire" and the brand, which also has "years of experience with fire," explaining that it is proud to sponsor the country's "bomberos."

The production involved real firefighters as well as actors. It took place in a village near Bogota where a real house was set on fire, and the local fire department accompanied the entire shoot.

"We decided to forget about the celebrities, TikTok stars and soccer players, and to use as an image those who really understand fire, since they face it every day: the firefighters," said Alejo Gómez, creative vice president of Fantástica, in a statement.

“Experts in fire allow us to creatively align Burger King with its most important attribute," added Jimena Montoya, marketing director at Burger King Colombia. "The campaign is both a tribute to firefighters and reinforces, being validated by them, our strongest attribute as a brand.”

Burger King has 36 restaurants in Colombia. This is its first campaign for the country since opening there in 2008. Benefits for firefighters will include discounts, a promotion that is doubled if someone has a firefighter in their family. The company says it's also seeking someone who became a firefighter after experiencing a fire first-hand will give them "lifetime membership."

This isn't the first time Burger King has backed an unexpected group. The brand previously sponsored little-known English soccer club Stevenage in a campaign from David that went on to win multiple Cannes Lions Grand Prix. 

Credits

Date
Aug 13, 2021
Client :
Burger King
Agency :
Fantástica
President Burger King Colombia :
Alejandro Henao
Marketing Manager Burger King Colombia :
Jimena Montoya
Digital Media Leader Burger King Colombia :
Steffania Cuervo
Vice Presidents and Founders of Fantástica :
Daniel Bermúdez
Vice Presidents and Founders of Fantástica :
Daniel Osorio
Creative VP of Fantástica :
Alejo Gómez
General Director of Fantástica Accounts :
Adriana Alba
Fantástica Account Director :
Juan Camilo Tobón
Creative Director :
Aura Gallego
Creative Director :
Alejandra Gutiérrez
Creative Director :
Andres Diaz
Creative Director :
Alejandro Camelo
Editor :
Laura Aceldas
Post Production Director :
Brow Vergara
Film Director :
Oscar Gil
Art Director :
Ramon Blanco
Art Director :
Mauricio Sabogal Redactores
Art Director :
Julian Velazquez
Gerente General Burger King Colombia :
Alejandro Henao
Gerente de Mercadeo :
Jimena Montoya
Líder de Medios Digitales :
Steffania Cuervo

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