A used car salesman makes the hard sell for the Whopper in this Super Bowl spot, Burger King's first since awarding its $180 million account to Ammirati & Puris in 1994.
The ad was actually created by Ammirati & Puris/Lintas, the agency formed when Interpublic Group of Companies bought Ammirati & Puris for an estimated $45 million to $50 million less than three months after the Burger King win and combined it with IPG's Lintas.
The agency soon developed the marketing theme that would underpin this ad, as Ad Age reported that fall:
For the first time in more than a decade, Burger King Corp. and its franchisees appear to agree on a marketing platform: Sell burgers, fries and soft drinks. Forget pizza, tacos and meat loaf.
Burger King's new "Get your burger's worth" ad campaign introduces the spartan strategy, one double-drive-through chains have been using for years, and one that will require self-restraint on the part of Burger King franchisees.
CEO Jim Adamson said Burger King Corp. and its franchisees won't introduce new products under the "Get your burger's worth" campaign, which break today in local markets and will begin running nationally in mid-September.
New menu items will be limited to variations on existing burgers, chicken and fish sandwiches.
The chain has taken 30 items off the menu in the past year. One of the five new spots, from Ammirati & Puris/Lintas, New York, demonstrates how the chain has listened to customer preferences by depicting a BK sign with ears.
"Used Car" ran twice in the 1995 game.
Burger King's other big-game outings include the 2006 ad "America's Favorite," directed by Super Bowl veteran Bryan Buckley; the 1986 spot "Find Herb," kicking off a consumer search for the Whopper-loving nerd; and 1983's "Ultimate Weapon," starring pre-fame Elisabeth Shue.
BRAND: Burger King
AGENCY: Ammirati & Puris/Lintas