Ad of the Day | Things Get a Little Confusing in the New Burger King Campaign

May. 17, 2023

Why is this building so big if it’s only two years old? Is a cookie jar still a cookie jar if there are no cookies in it? Kids’ imagination has no boundaries and, according to Burger King’s latest campaign, neither does kids' confusion. 

Created by DAVID Madrid, the third part to the acclaimed Confusing Times campaign looks at confusion through a different lens, this time, to promote their entire menu, from plant-based nuggets and Long Chicken, all the way to the plant-based Whopper Jr.  

Saulo Rocha, CCO at DAVID Madrid said:

"We’re having so much fun exploring and stretching this boundless creative platform for Burger King’s plant-based category and products. Looking at confusion from a child’s perspective, and working with children for this chapter, was both very exciting and very challenging."

 

This year’s iteration is narrated and performed entirely by children and directed by Oscar nominee director, Claudia Llosa. The film shows a wide range of confused characters dealing with thoughts ranging from silly childish questions to innocently dark reflections. As always, the ad connects this confusion to the confusing taste of Burger King’s plant-based products.  

The campaign’s radio and print ads further explore these confusing thoughts from children with insightful observations and witty copywriting. 

Sabrina Ferretti, VP, Head of Burger King Marketing commented:

"This year’s campaign is coming back to the origin of Burger King’s leap in the plant-based segment, which started with the plant-based Whopper and has been steadily expanding ever since. With Colombia adding the plant-based Long Chicken and Nuggets, and countries in Europe offering most of their sandwiches and nuggets with plant-based alternatives, we’re covering everything right down to the plant-based Whopper Jr. This chapter of Confusing Times does a great job of renewing the platform while serving more guests needs."

 

The global campaign for Burger King’s new plant-based offering kicks off in LATAM and will soon be aired in different markets around the world. “A Little More Confusing" will run across print, film, and radio.