Burger King's Really Bad Service Gives Customers a Lesson in Net Neutrality
Restaurant Takes a Stand on Topical Issue
Editor's Pick
Net Neutrality was repealed in December. It made plenty of headlines, but plenty of people don't know what it means. An unlikely advocate, Burger King, sets out to explain the impact of the FCC's vote in a new online video.
Under net neutrality, Internet service providers weren't allowed to slow down, speed up or limit access to certain online content. In the Burger video, which comes from David, people at first don't understand the repeal. Then, it's explained in the BK way: with Whoppers.
Patrons are told to pay more--a lot more--to get Whoppers at faster speeds. The chain clearly has some fun with its hoax. A sign shows MBPS stands for "making burgers per second" (not megabits per second). A hyperfast MBPS, or getting a Whopper quickly, costs a whopping $25.99 under this scenario. The slowest service--and who wants slow service from a fast-food joint?--costs $4.99.
Of course, hangry customers lashed out.
"You got the slow access Whopper pass," a worker behind the counter tells one person waiting for his food. "This is a bad dream right now. I just want a bleeping burger brother, a burger," the patron says. He's not the only one who responds to the rules with some foul language.
Ultimately, the customers get the explanation.
"The Whopper actually taught me about net neutrality," another customer who'd been impatiently waiting for a slow burger says. "It's stupid but true."
Toward the end of the nearly three-minute-video, the URL change.org/savethenet appears on the screen, a link to a petition about the issue.
The stunt was created out of BK's agency David Miami and directed by Kris Belman via Here Be Dragons.
Credits
- Date
- Jan 23, 2018
- Brand :
- Burger King
- Client :
- Burger King
- Agency :
- David-Miami
- Director :
- Kris Belman
- Production Company :
- Here Be Dragons
- Founder :
- Anselmo Ramos
- Chief Creative Officer :
- Anselmo Ramos
- Managing Director, Head of Account Services :
- Paulo Fogaça
- Creative Director :
- Tony Kalathara
- Associate Creative Director :
- Ricardo Casal
- Associate Creative Director :
- Juan Javier Peña Plaza
- Art Director :
- Jean Zamparogno
- Copywriter :
- Fernando Pellizzaro
- Head of Global Production :
- Veronica Beach
- Producer :
- Carlos Torres
- Senior Business Affairs Manager :
- Barbara Karalis
- Director, Strategy :
- Jon Carlaw
- Senior Planner :
- Matias Candia
- Senior Account Director :
- Carmen Rodriguez
- Account Supervisor :
- Diandra Garcia
- Account Supervisor :
- Jenny Gobel
- Production Company :
- Here Be Dragons
- Director :
- Kris Belman
- Executive Producer :
- David Richards
- Head of Production :
- Mamta Trivedi
- Producer :
- Peter Slowey
- Editing :
- Cosmo Street Editorial
- Executive Producer :
- Yvette-Cobarrubias-Sears
- Editor :
- Hugo Jordan
- Post Producer :
- Idalia Deshon
- Final Audio :
- Beacon Street Studios
- Executive Producer :
- Adrea Lavezzoli
- Mix and Sound Design Producer :
- Kate Vadnais
- Mixer :
- Amber Tisue
- Online :
- Cosmo Street Editorial
- Flame Artist :
- Shinya Sato
- Color :
- The Mill
- Executive Producer :
- Thatcher Peterson
- Producer :
- Diane Valera
- Colorist :
- Matt Osborne
- Graphics and Animation :
- Lava Studios
- Executive Producer :
- Jennifer Eirea
- Creative Director :
- David Woodward
- Designer/Animator :
- Carlos Velasquez
- Executive Producer :
- Kamila
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