This Hilarious Australian Burger Ad Depicts a Desperate Escape From Hipster Hell

Hungry Jack's Urges You to Forget Kale, and 'Keep It Real'

Published On
Aug 24, 2017

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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 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.


Aug 24, 2017
Agency :
Clemenger BBDO
Brand :
Hungry Jack's
Client :
Hungry Jack's
Director :
Patrick Hughes
Production Company :
Chief Marketing Officer :
Scott Baird
Director, Marketing :
Andrew McCallum
Assistant Brand Manager :
Estelle Crook
Chief Creative Officer :
Ben Coulson
Copywriter :
Zander Williment
Art Director :
Willy Maitland
Head of Art :
Dan Mortensen
Head of Broadcast Production :
Denise McKeon
Integrated Producer :
Emma Boreland
Integrated Producer :
Steve Tindall
Integrated Producer :
Kirstin Lees
Group Account Director :
Cath Bosson
Senior Account Director :
Smaran Jworchan
Planning Director :
Giacomo Groff
Agency Editor :
Alex Guterres
Sound Engineer :
Ant Tiernan
Production Company :
Director :
Patrick Hughes
Director, Photography :
Daniel Ardilly
Executive Producer :
Corey Esse
Producer :
Marge McInnes
Editor :
Jack Hutchings
Post Production Company :
The Butchery
Online Post :
Drew Downes
Post Producer :
Amelia Bromley
Grade :
Trish Carhill
Musician :
DG Music
Musician :
Dmitri Golovko

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