Ad of the Day: Burger King gives up trying to promote the Whopper
The tongue-in-cheek spot is in response to the Chicken Royale consistently being one of the restaurant’s best-selling burgers.
Burger King might be the ‘Home of the Whopper’ but in the chain’s latest ad campaign, it’s a little fed up trying to sell it to people that will always favor its chicken option.
In ‘We Give Up,’ viewers see a young man travel through different eras, from the 60s to the present day. Each time he is bombarded by Whopper ads. Nevertheless, when it comes to placing his order, he asks for a Chicken Royale.
Soco Núñez de Cela, brand and communications director at Burger King, said: “At Burger King, we’ve heroed our iconic Whopper for decades. This year, we wanted to flip the status quo and celebrate a fan favorite, the Chicken Royale instead.
“This simple but self-aware idea reminisces on Whopper through the years while reminding guests that, while we may be the Home of the Whopper, we are also home to the most-loved chicken burger in the UK, the Chicken Royale.”
The campaign will run in the UK on TB, out-of-home, social press and print over the next 10 months. The brand is also introducing the first-ever ‘Chicken Royale Day’, a last-minute replacement for the regularly scheduled Whopper Day.
Credits
Campaign title: We Give Up - Chicken Royale
Brand and communications director: Soco Núñez De Cela
Chief marketing officer: Katie Evans
Senior brand manager: Suzi Hoy
Advertising agency: BBH
Chief creative officer: Alex Grieve
Executive creative director: Helen Rhodes
Deputy executive creative director: Felipe Guimaraes
Copywriter: Oliver Short
Art director: Jennifer Ashton
Designer: James Parkinson & Josh Bailey
Planner: Saskia Jones
Planner: Laura Casado Cisa
Business lead: James Rice
Account director: Laura Huber
Account manager: Zimini Fongho
Agency film producer: Victoria Doran
Agency assistant film producer: Rebecca Ellis
Agency print producer: Lauren Daniels
Agency print assistant producer: Micah Waring
Media planner: Iprospect
Production company: Riff Raff
Production company: Riff Raff Films
Film director: The Sacred Egg
Dop: Benjamin Todd
Exec producer: Jane Tredget
Producer: Kate Brady
Editor: Sam Bould
Editors: Final Cut Edit
Post-production company: The Mill
Post-production producer: Louise Unwin, Saskia Delius
2d lead artist: Carl Norton
3d lead artist: Andy Steele
Grade: The Mill
Colorist: Philip Hambi
Sound studio: String And Tins
Sound engineer: Adam Smyth
Music composer: The Infinity Orchestra
Music supervisor: Jacob Wheeler
Music company: Major Tom
Photographer: Lou Escobar
Print production company: Canada
Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.