Which of your five senses would you give up before parting with your ability to taste a burger, asks this Scandinavian spot for Burger King, introducing the new slogan "taste is King," created out of Norwegian agency Try, Oslo. Sight, hearing and touch are the choices made by our grungy hero, who is confronted by a malevolent, tracksuited genie as he walks along a beach. And thanks to the clever way the spot's executed, the viewer gets to experience the losses firsthand too.