Burger King hijacks IT premiere to breed contempt for a certain fast food clown mascot

Burger King Germany has been sowing distrust of McDonald’s painted-face mascot Ronald McDonald in a fun prank integrating with the release of Stephen King’s IT.

IT, a supernatural monster that takes the form of a clown, has recently been stalking the cultural consciousness as it continues to perform admirably at the box office, sullying any brands reliant on mascots of this ilk.

In Germany, Burger King acknowledged Ronald McDonald with a movie marketing stunt at the premiere of the Stephen King adaptation. It conducted a prank involving the projection of a message onto the theatre wall.

The company claims that it has run its longest ever ad by effectively turning the movie into a BK promotion during the credits.

It projected the following words.

“The Moral is: Never Trust a Clown… Burger King”.

Rabbicorn Films, Grabarz & Partner Werbeagentur, setup, Emanate and Vizeum Deutschland handled the work.

The rivalry between the US fast food companies can be entertaining at times, arguably reaching a peak during the Cannes Lion winning McWhopper work for the World Day of Peace.

It is not the first time BK has taken a swing at McDonald's, this Paris road sign directs drivers a great distance away from McDo.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

Fuelled by tea.

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