In a sly new commercial, Burger King U.K. and agency BBH London have crafted a new spot that acknowledges decades of Whopper advertising hasn’t always had the desired effect—though all ends well for the chain regardless.

The 60-second spot is structured as a walk through history, with our hero being bombarded by Whopper ads from each era. He certainly seems drawn to them—partly just because they’re inescapable—and by the present-day ending, it’s seems obvious he’ll order one as he approaches a BK counter.

But perhaps a bit too obvious.

The spot, directed by Riff Raff’s The Sacred Egg, has wonderful art direction—it must have been great fun to comb through the BK archives and resurrect all this old work. And while it presents advertising generally as something of an oppressive dystopia, it flatters the viewer by suggesting you’re probably not susceptible to it anyway—except, of course, that free will is debatable since you may well end up at BK anyway.

The idea was driven by the fact that the Chicken Royale is consistently one of BK’s best-selling items, despite receiving comparatively little promotion. 

The campaign will run in the U.K. on TV, OOH, social and print over a 10-month period. The print work introduces the first-ever “Chicken Royale Day” today (June 7), where customers nationwide can buy a Chicken Royale for £1 via the Burger King app.