Propelled By Its Own Ads, Burger King Treks Through Time

Burger King U.K.’s new time-trippy spot from BBH London sits at the intersection of media, commerce and nostalgia.

The chain’s own advertising powers a trek through the decades. It reminds us that commercial messages pack considerable power, shaping the culture and consumer reality as they strive to sell Whoppers and fries.

The commercial’s meta vibe—served up fresh and juicy, with great period detail–is the main course. But there’s a tasty bit for afters, too. Dude travels through decades of Whopper ads … only to order a Chicken Royale.

That gag ending puts an exclamation point on BK’s canny self-awareness. Despite spending untold millions to hype burgers, folks still pick their faves when ordering meals. “Have It Your Way” lives!

Best bit: That ’70s TV shop window, with BK’s logo flashing across dozens of analog screens. Sound and vision work hard to titillate tastebuds. Yeah, that’s our brand-driven reality. (At its best, or worst, depending on personal taste.)

McDonald’s recent revivals of Grimace and Hamburglar cover similar ground, making nostalgic appeals through mascots and icons we associate with younger days and carefree times.

Riff Raff directors Ed Kaye and Alex Mavor—aka The Sacred Egg—hemmed the :60, which will run through year’s end, along with OOH and other campaign elements.

CREDITS

CAMPAIGN TITLE: “We Give Up – Chicken Royale”
Soco Núñez de Cela – Brand and Communications Director
Katie Evans – Chief Marketing Officer
Suzi Hoy – Senior Brand Manager – Burger King
ADVERTISING AGENCY: BBH
CCO:  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
COLOURIST: 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