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By Richard Draycott, Associate Editor

May 7, 2024 | 2 min read

Men with receding hairlines finally have the last laugh as part of a new countrywide promotion and ‘empathetically’ written advertising campaign that rewards all follicly challenged Brazilians with a free Whopper.

There are many types of baldness – the Magic 8 Bald, the Baldilocks and the Northern Hairyshere, to name a few. But Burger King in Brazil is paying tribute to a specific type of baldness - The Bald Thru. With entry on one side, a wide passage through the back and a handy exit on the other side, the ‘bald thru’ is the perfect ambassador to promote BK Drive. All Brazilians need to do is drive through, flash their ‘bald thru,’ and get a free burger.

Scooping The Drum’s Ad of the Day accolade for its sheerness silliness, high-quality production, well-crafted script, perfect casting and overly enthusiastic voiceover, the ad was created by David São Paulo.

The spot covers all the details of the promotion, including the concept of ‘The Bald Thru’ and how to participate. The campaign is running across Brazil and also on social media platforms META, X (Twitter), and TikTok.

“In just a few days of the campaign, hundreds of sandwiches were distributed, and the action became the most talked-about on social media, a real success,” says Rogério Chaves, ECD at David São Paulo. “The campaign upholds the lighthearted tone synonymous with the brand’s other successful campaigns in Brazil, demonstrating cheerfully and amusingly that BK embraces everyone with open arms,” adds ECD Fabrício Pretto.

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