Burger King Germany is celebrating Pride in a novel way, by grilling a burger into a stack of carbon and transforming it into a diamond for a gay couple.
The work from ad agency Grabarz & Partner celebrates its LGBTQ+ audience with an inclusive ad tying into its 'Have it Your Way' strapline. 'Whopper Diamond' stars couple Dima and Alvar, an Eastern European couple from a country where gay marriage is illegal.
Burger King facilitated the wedding, brought them to Germany where gay marriage is legal and thoughtfully (or crassly?) transforms its lead product in a symbol of the couples' love. The pair dubbed it a "dream come true" in a spot that culminates in the wedding celebration.
Tying into the film, Burger King Germany is releasing a rainbow version of its crown in Berlin and is running an influencer campaign for further resonance.
The Drum is currently exploring the Pride efforts of brands, laying down how these efforts came come across authentically, effectively, and without appearing exploitative. Brands are discouraged from 'riding the Pride bandwagon' unless they can prove they are actual allies of the movement and are supporting it even inside their organisations.
Back to Burger King.
It is tying into Netflix's launch of Stranger Things with some nostalgic advertising. But Burger King isn’t the only brand riding on the hit show's bandwagon – on Wednesday (12 June) Nike announced it was launching a retro collection based on the hit show, and Coca-Cola reminisced about the launch of ‘New Coke’ – a failed effort to launch a new recipe in 1985.
Vote for the campaign below in The Drum's Creative Works.