They really went there. That’s a familiar thought we have when seeing the campaigns from Burger King, which has included scenes of its stores on fire and a moldy Whopper. The brand does it again in its latest ad, which shows all the terrible, horrible things that have happened in its stores late at night.
Unruly patrons get dragged out of the store, a man washes himself with the soda fountain, customers hurl fries at each other and tear each other’s clothes off, friends "joust" with traffic cones on their heads. And, in a final scene, a man lines up to place his order at the counter—wearing not one strip of clothing.
The film, from DAVID São Paulo, is a reminder that customers don’t have to step into its restaurants to get Whoppers in the wee hours and that the brand has new special delivery offers from midnight to 5AM. In Brazil, those include up to 70% off for orders. The country has been a pioneer for the brand’s late-night deliveries and has been offering the service since 2018.
“The film shows exactly what used to happen late-night in BK’s restaurants,” said Rafael Donata, creative VP at David Sao Paulo.
The agency and brand pulled together scenes of found footage, videos that customers themselve shared with the brand, and film captured by BK employees prior to the pandemic.
“We are always tuned into the behavior of our customers, to create offers and services that tend to their needs,” adds Thais Souza Nicolau, Burger King communication and innovation diirector. “Over the past few months, we’ve been seeing recurring mentions on our social media channels about people who miss visiting our stores, so we decided to play with our own 'embarrassing situations' through this campaign and bring humor to our consumers during the pandemic.”
In a way, the ad serves as kind of a safety message too. BK is only just starting to open up gradually in different parts of the country, adhering to protocols of local authorities.