Since VAR (video assistant referee) technology was introduced to top level soccer, the new method or reviewing goals has been somewhat controversial among fans; some have accused it of slowing down games or leading to incorrect decisions.

Burger King has fun with that idea in a new campaign out of Buzzman in which it styles itself as the "unofficial partner of VAR."

TV ads in the campaign feature a bunch of VAR reviewers who are far more concerned with their Burger King orders than the game.

There's one who accidentally spills sauce from his burger on the video assistance controls, while another obsesses over his choice of meal instead of reviewing the footage. A third reviewer hasn’t even been watching because he’s too busy taking delivery, and then there is the pair who can't communicate properly with the referee on the pitch because their mouths are full of burgers. 

The campaign, which broke on Feb 22, is airing on French TV on Champions League game-days .