Sometimes, the simplest ideas are the best and need little explanation.

That's the case in this year's campaign by Burger King for Helsinki Pride, created by TBWA/Helsinki. It features, simply, the Burger King mascot kissing Ronald McDonald, with the tagline "Love conquers all."

The image of the two rivals sharing a kiss is running as outdoor and print advertising as well as on Burger King’s own channels and restaurants around Finland during Helsinki Pride, which is taking place all of this week. Media is by Virta Helsinki.

"Burger King has always stood for equality, love, and everyone’s right to be just the way they are," says Burger King Finland’s brand manager Kaisa Kasila in a statement. "The only instance where it might not seem so is when we’re bantering with our competitor. But we want to be clear – it all stems from the respect we have for them. And we know McDonald’s stands for the values we stand for, too."