Burger King Is Back in the Super Bowl After 13 Years Away

McDonald’s and Wendy’s have both aired Super Bowl commercials in recent years, but Burger King—which has been more consistently creative than either of its rivals lately—has stayed on the sidelines for over a decade. 

But now, 13 years after the Whopperettes sang and danced their way through Super Bowl XL, BK is returning to advertising’s biggest stage. 

Clio’s 2018 Advertiser of the Year plans to run a 45-second spot on Super Bowl LIII. And it’s urging viewers to pick up a “Mystery Box” (available with BK orders via DoorDash, the food delivery service) that apparently will have some use during the game on Feb. 3. 

Here’s the teaser, released Thursday morning: 

The Mystery Boxes are available with BK orders of $10 or more on DoorDash’s site and app. “Then wait for your Mystery Box to arrive at the comfort of your home with instructions to follow—keep the content of the Mystery Box till game day,” BK says cryptically in a press release. 

Given BK’s reputation for inspired stunts and breakthrough creative work that often crosses over into pop culture, this Super Bowl campaign will be highly anticipated. And the Mystery Boxes suggest it will go beyond an entertaining spot and into more innovative territory. 

David Miami and MullenLowe both worked on the campaign. The Pitch Agency and industrial design company PCDO worked on the Mystery Box itself. 

“We haven’t had a commercial air during the Super Bowl in 13 years,” Fernando Machado, Burger King’s global chief marketing officer, said in a statement. “This limited-edition Mystery Box creates a unique, engaging and innovative experience, and we are excited to launch it nationwide for our customers,” added Christopher Payne, DoorDash’s chief operating officer.

CREDITS

Agency: DAVID/Miami 
Former CCO and Founder: Anselmo Ramos
Managing Director / Global COO: Paulo Fogaça
Executive Creative Director: Ricardo Casal
Executive Creative Director: Juan Javier Peña Plaza
Associate Creative Director: Jean Zamprogno
Associate Creative Director: Fernando Pellizzaro
Art Director: Andy Tamayo
Copywriter: Nellie Santee
Copywriter: Alexander Allen
Creative Coordinator: Cristina Cornejo Ayala
Head of Global Production: Veronica Beach
Senior Producer: Carlos Torres
Producer: Renata Neuman
Producer: Marina Rodrigues
Associate Producer: Brenda Osorno
Senior Business Affairs Manager: Barbara Karalis
Head of Account Management: Carmen Rodriguez
Account Director: Stefane Rosa
Account Supervisor: Rafael Giorgino
Account Supervisor: Monique Beauchamp

CLIENT: Burger King

MullenLowe 
Chief Creative Officer: Mark Wenneker
Executive Creative Director: Tim Vaccarino
Executive Creative Director: Dave Weist
SVP, Creative Director: Enrique Camacho
SVP Creative Lead, Social & Digital: Dustin Johnson
Associate Creative Director: Cody Dummer
Strategy Director: Mike Cassell
Senior Strategist: Jimmy George
Social Content Writer: Arielle Mulgrew
VP Account Director: Kerry McKibbin
Account Supervisor: Alison Whisenant
Account Executive: Leila Chee
Jr. Copywriter: Vanessa de Beaumont

MEDIA: HORIZON
SVP, Managing Director: Jeff Francisco
VP, Managing Director: Tom Closs
Assoc Brand Group Director: Stephanie DeFlora
Supervisor: Zoe Johnson
Linear Activation: Adam Schwartz, Theodore Montalvo
Digital Activation: Drew Harris, Courtney Fischer

The Pitch Agency (Mystery Box)
Director of Studio Operations, Linda Ehrke
Brand Director, Trey Comstock

DESIGN: PCDO (Mystery Box)
Founder – Art Director: Guillermo Paulson
Art Director: Carlos Luis Trujillo
Designer: Melissa Moreira

PR: ALISON BROD MARKETING + COMMUNICATIONS
Brooke Scher Mogan
Adrianna Lauricella
Dara Schopp

Production:

Editorial: COSMOSTREET
Editor: Lorenzo Bombicci
Executive Producer/Managing Director : Yvette Cobarrubias
Producer: Idalia Deshon              
Assistant Editor: Andrew Corrales

Online: COSMO IN-HOUSE
Flame Artist : Tim Miller 
 
Mix: BEACON
Mixer: Amber Tisue 
Sr. Mix Producer: Kate Vadnais 

King Teasers:
Production: Division Seven
Co Founder/President: Patrick Milling-Smith
Executive Producer: David Richards
Executive Producer: Kamila Prokop
Director: Kris Belman
1st Assistant Director: Andrew Colon
Producer: Geoff Clough
Production Supervisor: Michelle Arnold
Director of Photography: Robert Chappell
1st Assistant Camera: Steve Mattson
Gaffer: Simon Cho 
Key Grip: Brian Beverly
Production Designer: Ron Beach
Asst. Art Director: Allesandra Cadman
Costume Technician: Amy Joy Whetsel
Sound Mixer: Tony Bollas

Editorial: COSMOSTREET
Editor: Lorenzo Bombicci
Executive Producer/Managing Director : Yvette Cobarrubias
Producer: Idalia Deshon              
Assistant Editor: Andrew Corrales

Online: HUNKY-DORY
Flame Artist: Alex Brodie
Executive Producer:Diana Young

Online: COSMO IN-HOUSE
Flame Artist : Tim Miller
Flame Artist : Amir Quereshi
 
Mix: BEACON
Mixer: Amber Tisue 
Sr. Mix Producer: Kate Vadnais