In a new spot from Hungry Jack's, the Australian subsidiary of Burger King, a man has a sudden revelation and tries to escape from hipster hell to eat a real burger.
We've seen ads that poke fun at hipsters before (notably a funny effort from McCafe in the U.K. that satirized hipster coffee bars) but this effort, from Clemenger BBDO, goes all out to turn the cliches of the culture -- beards, kale, wind chimes and yoga -- into a kind of hilarious Dante's Inferno of hipsterdom.
It starts when our hero answers an "ironic" plastic hamburger phone while sitting in a trendy burger bar. The voice urges him to look at the plate in front of him, on which lies a tiny sandwich and a drip of sauce, and tells him "You're not like them..you need to keep it real, now."
Suddenly everything around him take on a nightmarish aspect -- typewriters, floppy hats, people Instagramming food, drinks in jam jars. He goes on the run but is thwarted at every turn by brakeless bikes, beards, flute-playing folk bands at wheatgrass bars, a deeply sinister inverted yoga class and a kale lorry, before finally finding himself at Hungry Jack's.
Patrick Hughes at Finch directed the spot, which pays homage to classic action and horror movies. Running on Australian TV, it's part of an integrated effort that also includes outdoor, digital and social media marketing.