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Ad of the Day: Burger King responds to McDonald’s ChatGPT taunt


By Amy Houston, Senior Reporter

June 8, 2023 | 3 min read

Two billboards have been placed right next to each other in Brazil.

BK - 03

Which burger is better? / David

Burger King is having none of McDonald’s self-congratulatory advertising. Yesterday, Maccas released an ad campaign stating that when ChatGPT was asked what the most iconic burger in the world was, its answer was the Big Mac.

Not pleased with this result, Burger King was prompted to ask the chatbot: “And which one is the biggest?”

The answer, of course, was the infamous Whopper. Laid bare in a second billboard, which was strategically placed beside McDonald’s in record time, both ads adopt the same aesthetic with the lettering layered to look like burgers.

The agency has helpfully translated the work into English.

Jon Evans, chief customer officer at System1 doubts real audiences love these ads as much as the industry thinks, read his thoughts here.


Agency: David São Paulo

Campaign: ChatGPT

Client: Burger King Brazil

Partner/global chief creative officer: Pancho Cassis

Global chief creative officer: Sylvia Panico

Executive creative director: Edgard Gianesi, Renata Leão

DC: Fabrício Pretto, Rogério Chaves

Creative team: Lucas Vigliar, Bruno Sabino

Account: Tom Gil, Cacá Franklin, Malu Figueiredo, Laís Barbara

Production team: Fernanda Peixoto, Letícia Brito

Editor: Silvio Figueira, Victor Folha

Planning: Carolina Silva, Murilo Toda, Renata Bernardino

Media: Marcia Mendonça, Thomaz Chamiso, Karina Takara, Yuri Bohn, Brenda Cunha

Data intelligence: Mailson Dutra, Ana Veiga, Bruno Moura

Global PR director: Sandra Azedo

Client approval: Ariel Grunkraut, Juliana Cury, Pedro Laguárdia, Larissa Zanardi

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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