Burger King’s ‘Confusing Times’ campaign continues with kids baffled by almost everything

Oscar nominee Claudia Llosa directs the latest spot, narrated and performed entirely by kids

Published On
May 16, 2023
A girl looking quizzical as grownups talk nearby at a kid's birthday party

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Kids are confused about the world in the best of times. How they’re supposed to feel about plant-based chicken from Burger King might just push them over the edge.

BK’s long-running “Confusing Times” campaign, which launched in 2021 and continued in 2022, evolves a bit this week with new TV, radio and print advertising from David Madrid. Unlike the previous iterations, this one focuses entirely on children—who run through a litany of mysteries in a new spot, culminating in their bafflement over BK’s plant-based “Long Chicken” sandwich.


The tenor of the campaign is different with kids in it. When the adults were totally lost and confused, it felt like the world was upside down. (This is why the first round in particular worked so well during COVID, when everyone was confused about pretty much everything.) There’s less tension in seeing kids confused—that’s their natural state—but it does allow the agency to riff on some universal truths about how they see the world.

Claudia Llosa, best known for her Oscar-nominated film “The Milk of Sorrow,” directed the new spot. The campaign also includes radio and print work, which you can check out below. The global campaign will begin in Latin America before rolling out in different markets around the world.

Burger King | A Little More Confusing


A boy on a green couch wearing a Burger King crown looking confused as he ponders various questions

“We’re having so much fun exploring and stretching this boundless creative platform for Burger King’s plant-based category and products,” said Saulo Rocha, chief creative officer at David Madrid. “Looking at confusion from a child’s perspective, and working with children for this chapter, was both very exciting and very challenging.”


May 16, 2023
Client :
Burger King
Agency :
Global CCO & Partner :
Pancho Cassis
Global COO :
Sylvia Panico
Executive Creative Director :
Saulo Rocha
Executive Creative Director :
André Toledo
Creative Director :
David Krueger
Creative Director :
Pedro Sattin
Creative Director :
Sébastien Rouvière​
Head of Art :
Camilo Jiménez
Art Director :
Pedro Sattin
Copywriter :
David Krueger
Copywriter :
Sébastien Rouvière​
Head of Production :
Alejandro Falduti
Head of Account :
María García Herranz
Group Account Director :
Lucila Mengide
Account Executive :
Lucía Urbieta
Head of Strategy :
Daniela Bombonato
Strategy Director :
Patricia Urgoiti
Global PR Director :
Sandra Azedo
VP Head of Marketing :
Sabrina Ferretti
Global Brand Communication Director :
Andrea Beer
Photo Studio :
Photographer :
Executive Producer :
Joao Luz
Line Producer :
Rafa Pinto
Client Services :
Babi Kosloff
Client Services :
Ju Bahia
Client Services :
Yuri Fuly
Assistant :
Kao e Renan Moraes
Tech Crew :
Tinho Sousa
Tech Crew :
Heygo Freire
Tech Crew :
Dennis Peres
Casting :
Mei Yi Ho
Operations :
Lindin Lima
Retouch :
Ricardo Moreira
Music Company and Publisher :
Pickle Music
Executive Music Director :
Alexis Estiz
Composer :
Alexis Estiz
Sound Design & Mix :
Pickle Music
Executive Producer :
Olivia López
Performer :
Emma Zavaleta
Film Production :
Director :
Claudia Llosa
Executive Producer :
Mario Fornies
Executive Producer :
Alfonso Cazalilla
Producer :
Elena Sáenz
1st AD :
Andrés González
Production Manager :
Yago López Abril
Production Assistant :
Gustavo Perez
Production Coordinator :
Paula Ceregido
Location Manager :
Alejandro Camacho
Octavio Arias
Camera Assistant :
Maria José Burgos
Art Director :
Dear F*cking Love
Stylist :
Marga Vázquez
Hair and Make Up :
Blanca Laporta
Home Economist :
Óscar Sanz Cabrera
Casting Director :
Mercè Ramos
Editor :
Vicente Alvarez
Colorist :
Edu Aranda
Post-Production :

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