Desire among older people unfortunately remains largely taboo, both in society and in advertising. But Burger King puts it front and center in a splendid campaign for its 70th birthday, rolling out in Brazil first and later to other global markets.

The theme is simple: “70 years later the fire’s still burning.” That’s a reference to BK flame-grilling since 1954, and it’s nicely communicated in print and video ads showing senior citizens who have also kept their “fire” alive into their 70s.

The campaign was created by a partnership between agencies Room 23 and Trans Company, both based in Buenos Aires.

Argentinian creatives Sebastian Wilhelm and Maxi Anselmo were creative directors on the campaign. This is the first BK work through their agency Trans, co-founded with third partner Florencia Spinetta.

The campaign was shot and directed by the fashion photographer Guy Aroch out of Artworld New York. 

“Anniversary campaigns tend to be self-congratulatory. We wanted it to say something relevant for the consumer,” said Wilhelm. “The fact that their burgers are flame-grilled, that BK’s tone of voice is cheeky and that old people never get to be sexualized in ads made this idea work for us.”