Ad of the Day: Burger King responds to McDonald’s ChatGPT taunt
Two billboards have been placed right next to each other in Brazil.
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
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