It's A.I. Street Combat as Burger King Targets McDonald's

Get a room, you two

Last week, McDonalds released an outdoor ad (and a completely unnecessary video, cringingly titled "A.I'm lovin' it") showcasing ChatGPT's flattering response to the question, "What is the most iconic burger in the world?"

Its answer was "Big Mac," natch, along with a lengthy and most flattering explanation of the reason why.

Such acts are catnip to Burger King. With help from David São Paulo, the latter created its own OOH campaign, in which it asked generative A.I., "Which burger is the biggest?"

Everyone's algorithm du jour replied, "the Whopper." And, as ChatGPT had previously done for the Big Mac, the tech proceeded to wax poetic on the BK staple's many merits. (It's "considered a robust and satisfying burger." Hey!)

The campaign hit the streets of São Paulo, with installations placed next to McDonalds original ads.


David São Paulo
Campaign: "ChatGPT"
Client: Burger King Brazil
Partner/Global CCO: Pancho Cassis
Global COO: Sylvia Panico
ECD: Edgard Gianesi, Renata Leão
DC: Fabrício Pretto, Rogério Chaves
Creative team: Lucas Vigliar, Bruno Sabino
Account: Tom Gil, Cacá Franklin, Malu Figueiredo, Laís Barbara
Production team: Fernanda Peixoto, Letícia Brito
Editor Silvio Figueira, Victor Folha
Planning: Carolina Silva, Murilo Toda, Renata Bernardino
Media: Marcia Mendonça, Thomaz Chamiso, Karina Takara, Yuri Bohn, Brenda Cunha
Data Intelligence: Mailson Dutra, Ana Veiga, Bruno Moura
Global PR Director: Sandra Azedo
Client Approval: Ariel Grunkraut, Juliana Cury, Pedro Laguárdia, Larissa Zanardi

Angela Natividad
Angela Natividad is the European markets editor at Muse by Clio. She also writes about gaming and fashion, and whatever else she's interested in, really. She's based in Paris and North Italy, so if you're local, say hi. She might eat all your food.

Advertise With Us

Featured Clio Award Winner



The best in creativity delivered to your inbox every morning.