Burger King’s ‘confusing times’ radio campaign evolves into a confusion-filled spot

Agency David Madrid brings message promoting the Impossible Whopper to a comedic spot directed by Juan Cabral

Published On
Apr 26, 2021

Editor's Pick

Burger King is extending the message that these confusing times are the right time to try an Impossible Whopper from radio to film.

In early March, the Home of the Whopper released a series of audio spots showcasing the inner thoughts of people during the pandemic. Now, there’s a video version from the perspective of director Juan Cabral.

The film opens on a man opening his refrigerator while wearing a dress shirt and tie, headset, and underwear, otherwise known as the now-standard work-from-home attire. Later, another man finds himself stumbling into a real-life conversation. “He can’t mute, he can’t turn off his camera, he can’t pee while he listens. Confused,” the voiceover says. There’s even a woman who wants to go to the office, “but she also needs to work in pajamas.” 

The video, like the radio spots, comes from David Madrid. The voiceover work again comes from Edward Robinson, whose solemn cadence showcases the feelings millions have been having for more than a year.

Like the radio versions, the commercial runs for more than a minute before it becomes clear that the pandemic truths are being dramatized as an ad for Burger King.

Starting Monday, the video campaign will run in the U.S. The ad will also run in markets including Brazil, Chile, the Dominican Republic, Germany, Mexico, and the UK. In those areas, instead of the Impossible Whopper, it will promote the local plant-based version of the Whopper.


Apr 26, 2021
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 :
Fred Bosch
Creative Director :
David Krueger
Copywriter :
David Krueger
Copywriter :
Guillermo Aliaga-Pueyrredón
Art Director :
Pedro Sattin
Head of Production :
Alejandro Falduti
Head of Account Management :
Luiza Prata Carvalho
Group Account Director :
Lucila Mengide
Group Account Director :
Stefane Rosa
Production Company :
Director :
Juan Cabral
President/Executive Producer :
David Zander
Executive Producer :
Emma Wilcockson
Producer :
Natalia Mussolana
Director of Photography :
Leandro Filloy
Production Designer :
Sebastian Orgambide
Wardrobe Stylist :
Sol Montalvo
First Assistant Director :
Matias Boldt
Casting :
Argentina Production Company :
Labhouse Executive Producer :
Flora Fernández Marengo
Editor :
Emiliano Fardaus
Post Producer :
Julieta Fernández Castagnino
Color Grade :
Alejandro Armaleo
VFX Supervisor :
Jonathan Monroig
Music :
Pickle Music
Creative Producer :
Alexis Estiz
Composer :
Alexis Estiz
Composer :
Dario Calequi
Producer :
Lupita Alvarez
Performer :
Edward Robinson
Sound Mix :
Tres Sonidas

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