Burger King's 'Confusing Times' gets even more confusing

Burger King's "Confusing Times" advertising was one of the funniest campaigns we saw last year, and the brand continues to make us laugh with its latest slew of TV, radio and print ads along the same theme. Once again created via David Madrid, the latest work, promoting Burger King's plant-based chicken nuggets, continues the theme of comparing the bewildering dilemmas of modern life with the idea of eating plant-based food at a restaurant known for its meat. However, this time, it moves on from the "confusing times" thrown up by the pandemic to touch on some new modern dilemmas for 2022. These include making the right environmental choices, being a responsible parent and handling relationships in the age of tech. For example: Is it good parenting in 2022 to let your daughter dress up as a princess? Is buying an eco-friendly washing machine on Black Friday the right choice environmentally? And is deleting a text to your ex even worse than sending it in the first place? “This is such a fun platform, so relevant to the brand, the product and the plant-based category, that we wanted to keep exploring it more and more”, said André Toledo, executive creative director at David Madrid, in a statement. “We set the bar high when we launched the plant-based Whopper," commented Iwo Zakowski, head of global brand marketing at Burger King. "But we kept on raising it with new plant-based products that taste just like the originals. Burger King’s meatless alternatives are getting more and more confusing. So, we wanted to reflect that with a campaign that’s even more confusing than the previous one.” As well as the TV ads, the sarcastic copywriting, dark humor and wry tone continues across radio and in print ads. The ads will run globally, kicking off in Spain and Portugal.

Burger King's 'Confusing Times' gets even more confusing

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