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

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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
“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.”
Credits
- Date
- May 16, 2023
- Client :
- Burger King
- Agency :
- David-Madrid
- 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 :
- Sicarios
- Photographer :
- Nixon
- 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 :
- Blur
- 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
- DOP :
- 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 :
- McNulty
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