It's OK If Burger King's New Ads Make You Uncomfortable

There's always the drive-through

During Covid, advertisers have mostly shied away from showing unmasked people hanging out in crowds—understandably so. But Burger King's new campaign in Brazil deliberately shows crowded stores, with copy that empathizes with you if the ads make you anxious.

Copy explains that the photos were taken pre-pandemic. "Feeling uncomfortable?" the ads ask. "Order in the drive-thru for a contactless experience."

David Madrid created the campaign, which is running in Brazil—where the the government's inept response to the coronavirus has been catastrophic.


Agency: David Madrid 
Global CCO & Partner: Pancho Cassis 
Global COO: Sylvia Panico 
Executive Creative Director: André Toledo, Saulo Rocha, Edgard Gianesi 
Creative Director: Fred Bosch, Rogério Chaves, Fabrício Pretto 
Copywriter: Guilherme Pinheiro, Tito Rocha 
Art Director: Pedro Sattin  
Account: Luiza Prata Carvalho, Carolina Vieira, Lucila Mengide, Rafael Giorgino, Juliana Chediac 
Media: Márcia Mendoça, Felipe Braga, Renata Oliveira 
Strategic Manager: Patricia Urgoiti 
Producer: Diego Baltazar 

Client: Burger King 
Global Chief Marketing Officer: Fernando Machado 
Global Brand Marketing: Iwo Zakowski, Diego Suarez  
Burger King Brazil: Ariel Grunkraut, Filipe Botton, Fernanda Harb 

Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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