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

Latest hilarious ads by David Madrid promote plant-based chicken nuggets

Published On
Apr 15, 2022

Editor's Pick

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.” 


Burger King: Even More Confusing Times print ad 1

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: Even More Confusing Times print ad 2



Apr 15, 2022
Client :
Burger King
Agency :
Global CCO & Partner :
Pancho Cassis
Global COO :
Sylvia Panico
Global PR Director :
Sandra Azedo
Executive Creative Director :
Saulo Rocha
Executive Creative Director :
André Toledo
Creative Director :
Fred Bosch
Creative Director :
Sébastien Rouvière​
Associate Creative Director :
Pedro Sattin
Associate Creative Director :
Ana Martin
Copywriter :
Sébastien Rouvière​
Copywriter :
David Krueger
Art Director :
Pedro Sattin
Head of Production :
Alejandro Falduti
Head of Account :
María García Herranz
Group Account Director :
Lucila Mengide
Account Supervisor :
Irene León
Account Executive :
Sebastian Gancarz
Strategy Director :
Patricia Urgoiti
Senior Strategist :
Marc Escrig
Director :
Executive Producer :
Mario Fornies
Executive Producer :
Sete de Ledo
Producer :
Aldo Guenter
1st AD :
Luis Fernando Machi
2st AD :
Adrian Galdeano
Production Manager :
Miguel Aguirre
Production Assistant :
Andrea Golo
Production Coordinator :
Celia Prieto
Location Manager :
Daniel Escribano
Octavio Arias
Camera Assistant :
Polo Villaseñor
Art Director :
Ilduara Lamas
Art Assistant :
Carlota Wilmshirst
Stylist :
Ahida Aguirre
Hair and MakeUp :
Sara Herraiz
Home Economist :
Óscar Sanz Cabrera
Casting Director :
Patricia Gayo
Editor :
Rocío Pérez
Colorist :
Marc Morato
Post-Production :
Daniel Sanchez-Herrera
Post-production manager :
Marisa Mesonero
Photo Studio :
Photographer :
Nixon Freire
Executive Producer :
Joao Luz
Assistant :
Kao e Renan Moraes
Operations :
Lindin Lima
Retouch :
Ricardo Moreira
Music Company and Publisher :
Pickle Music
Music Director :
Sebastián Merlín
Music Director :
Alexis Estiz
Composer :
Pablo Díez
Composer :
Sebastián Merlín
Composer :
Alexis Estiz
Sound Design & Mix :
Pickle Music
Executive Producer :
Olivia López
Performer :
Edward Robinson
Performer :
Miguel Ángel Jenner
Performer :
Nuno Barbosa

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