Couch potatriot. Try saying that 10 times fast—or 100. It might help relieve the tedium of lockdown.
Burger King coins that awkward mouthful of a phrase in an amusing spot that salutes those staying indoors and following social distancing guidelines to help stem the coronavirus spread.
Tagged "Stay Home of the Whopper," the ad was created by FCB from footage shot last fall for a different project, and depicts folks who've developed extreme attachments to their sofas:
As part of the push, BK is waiving delivery fees on mobile-app orders over $10, and supporting healthcare professionals who lack WFH options by giving away 250,00 Whoppers via the American Nurses Foundation. Couch potatriots can help by texting THANKS to 20222 to make a $10 donation to the organization's Coronavirus Response Fund.
"We originally produced these assets back in October for a different campaign," FCB New York creative chief Gabriel Schmitt tells Muse. "As COVID-19 started becoming more serious, we reassessed the assets and realized they could have an even bigger meaning, especially with everyone being asked to stay home right now."
As for the "potatriot" designation, "staying on your couch has almost become an act of patriotism in these times, as well as a celebration of healthcare workers," Schmitt says. "Coincidently, our assets fit these premises perfectly,"
Cinematographer Janusz Kaminski, an Academy Award winner for Schindler's List and Saving Private Ryan, directed the slick, funny spot.
"Janusz was the perfect director for this spot, as he knows how to shoot anyone and make them look like a hero," say FCB associate creative directors Laszlo Szloboda and Alex Sprouse. "He had some wonderful prop guys make sure that our couch potatoes remained upright during their salutes."
Post-production and editing took place from home, naturally, including a remote session with the voiceover talent, Rafael Ferrer.
Other BK efforts during the pandemic include instructions for making a "Quarantine Whopper" at home, as well as a free kids' meal offer. (The brand's pre-COVID-19 "Moldy Whopper" triumph feels like a century ago, right?)
For "Stay Home of the Whopper," Ale Burset shot these social and print elements:
Creative & Production
Gabriel Schmitt, Chief Creative Officer
Ari Halper, Creative Partner, FCB North America
Fred Levron, Worldwide Creative Partner, FCB Global
Alex Sprouse, Associate Creative Director
Laszlo Szloboda, Associate Creative Director
Dani Karnik, Senior Copywriter
Waner Almeida, Senior Art Director
Adam Isidore, Director of Integrated Production, EVP
Janice Katz, Director of Business Affairs
Jesse Morris, Senior Project Manager, Operations
Kate Fixter, Senior Integrated Producer
Megan Bundy, Group Account Director, SVP
Sarah Tarner, Account Director
Production Company: Independent Media
Janusz Kaminski, Director
Susanne Preissler, Executive Producer/Managing Director
Liam Ahern, Executive Producer
Fern Martin, Head of Production
Denise Rochietti, Line Producer
Debbie McMurtrey, editor
Casey Odell, Producer
Joel Simon, CEO/CCO
Jeff Fiorello, VP/Exec Producer
Andrew Manning, Producer
Norm Felker, Producer
Eric Thompson, audio engineer
Mary Tomasiewicz, EP-Partner
Brendan O’Neill, Compositor
Jason Mayo, Executive Producer
Tierney Farrell, Producer
Voice Over Talent: Rafael Ferrer
Hero: Peter Brockman
Couch Potatriot 1: Savannah Jackson
Couch Potatriot 2: Lorena Jorge
Couch Potatriot 3: Demetri Belardinelli
Casting Director: Heidi Levitt
Photographer/Print: F16 Producciones
Ale Burset, Photographer
Marcela Moracci, Executive Producer