Burger King kept French viewers guessing last weekend with a campaign that started with a tease on Twitter and then aired as a two minute spot at half time during the France vs Denmark FIFA World Cup game.
The spot, by Buzzman, features a bunch of people in deliberately unbranded restaurant, arguing about their favorite fast food brands. Some people think McDonald's rules, others cite Five Guys, there are KFC aficionados as well as fans of local brands like Big Fernand and Bioburger.
What starts as a conversation between a couple becomes a restaurant wide battle with shouting, rampaging and even a police squad intervention. The ad becomes more and more over-the-top, until finally it's revealed...that they are all sitting in a Burger King, quite happily about to eat their BK meals.
As well as the 1min 55s film, directed by Adrien Armanet of Henry, the film is also airing in 60 second and 30 second formats. It's an unusual approach for a brand, but it's certainly memorable and we're sure would have inspired plenty of debate among French fast food fans.