Ben Bold
Dec 24, 2019

Burger King reveals all 2019 ads featured lurking Big Mac

Fast-food chain describes reveal as 'Whopper of a secret'.

Burger King: Big Mac lurks behind Whopper… all year
Burger King: Big Mac lurks behind Whopper… all year

Burger King has claimed that it hid a McDonald’s Big Mac behind every Whopper appearing in all of its ads in 2019 – a stunt designed to highlight the greater heft of its signature burger compared with that of its rival.

The fast-food chain and its agency, Bartle Bogle Hegarty London, put a Big Mac behind every official appearance of a Whopper, spanning TV, out-of-home, print and in-store marketing activity.

Burger King has compiled a video illustrating the ruse.

While it is undoubtedly a pithy stunt, it does not strictly speaking prove that the Whopper is larger than its rival. Because of the way perspective works, any item placed behind another item the same size would be obscured in a photo taken directly from the front. For example, a Whopper placed behind another Whopper would also be obscured.

For a slightly more in-depth explanation of perspective, please watch this video:

Ian Heartfield, BBH’s outgoing chief creative officer, said: "Placing our competitor's product in our own ads throughout 2019 without anyone knowing has been one of the most fun ideas we have ever executed. It is of course just a good old-fashioned product comparison idea, but it's been brought bang up to date by some lateral thinking and rebellious media behaviour. We're loving it."

Source:
Campaign UK

Related Articles

Just Published

2 hours ago

iQiyi uses interactive AR billboards to promote ...

Face recognition and AR helped drive voting and online buzz for Idol Producer.

2 hours ago

Google mounts Australia legislation defence, says ...

Google's Australia head calls out 'inaccurate claims' about the value of news content to the search giant's bottom line.

3 hours ago

Cheil Worldwide acquires Chinese data service provider

The agency continues to pursue M&A deals with digital-oriented companies with its purchase of ColourData.

3 hours ago

Campaign Connect starts today at 3 pm HK/SG

Don't miss your chance to hear from top CMOs from Unilever, Mastercard, Burger King, Axa, DBS and agency leaders like Arthur Sadoun, Sir Martin Sorrell, Gary Vaynerchuk and more. Full agenda inside.