Kids Ask the Darndest Questions in Burger King's Latest Comic Meditation on Confusion
At this point, it's unwise to expect clarity from Burger King and David Madrid. Instead, the team delights in crafting comic conundrums to tout BK's plant-based menu.
"Confusing Times" in 2021took a satirical dive into pandemic concerns, while last year's sequel, "Even More Confusing Times," riffed on everyday concerns like baby names and the safety of tap water.
Now, we get a new spin on the concept—"A Little More Confusing"—with kids in the spotlight.
So, what are pre-teens perplexed about these days? Examples include:
- Why do teachers ask questions? Shouldn't they already know the answers?
- Why is a building so tall if it's just 2 years old?
- Why can't grandma and grandpa have another baby?
- Why are there grownups at a children's party?
- Is a cookie jar still a cookie jar if it's empty?
Hey, who ate all the cookies? Don't act so innocent, kid!
Oscar nominee Claudia Llosa directs in the series' established slow-burn style. It's like an ethereal quasi-doc, seemingly meandering but with a firm destination in mind. Props to BK and David for finding a fresh focus.
"Keeping something exciting and new for three years in a row is tricky, but the beauty of this platform is that it organically adapts and stays fresh to adapt to the times we are living in," agency global CCO and partner Pancho Casis tells Muse. "Because we see the world through the lens of ordinary people experiencing what is universally relevant and topical for today, the campaign grows with the world around us. Now, with the menu expanding to include something for everyone in the family, right down to the Whopper Jr., we could see the world through the lens of an innocent and naïve kid."
On set, director Llosa devised a special way to help the kids excel.
"When Claudia found the children struggling to deliver performances of confusion. So she gave them complicated math equations to work out," Casis recalls. "It worked like a bomb, giving us some of the sweetest moments of deep thought, and big celebrations from the whole crew when the kids got it right."
So, were they in school or making a commercial? That's a tad ... confusing.
The push begins in LATAM before expanding worldwide across print, film and radio.
Agency: David Madrid
Campaign: A Little More Confusing
Client: Burger King Global
Global CCO & Partner: Pancho Cassis
Global COO: Sylvia Panico
Executive Creative Director: Saulo Rocha, André Toledo
Creative Director: David Krueger, Pedro Sattin, Sébastien Rouvière
Head of Art: Camilo Jiménez
Art Director: Pedro Sattin
Copywriter: David Krueger, Sébastien Rouvière
Head of Production: Alejandro Falduti
Head of Account: María García Herranz
Group Account Director: Lucila Mengide
Account Executive: Lucía Urbieta
Head of Strategy: Daniela Bombonato
Strategy Director: Patricia Urgoiti
Global PR Director: Sandra Azedo
VP, Head of Marketing: Sabrina Ferretti
Global Brand Communication Director: Andrea Beer
Photo Studio: Sicarios
Executive Producer: Joao Luz
Line Producer: Rafa Pinto
Client Services: Babi Kosloff, Ju Bahia and Yuri Fuly
Assistants: Kao e Renan Moraes
Tech Crew: Tinho Sousa, Heygo Freire, Dennis Peres
Casting: Mei Yi Ho
Operations: Lindin Lima
Retouch: Ricardo Moreira
Music Company and Publisher: Pickle Music
Executive Music Director: Alexis Estiz
Composer: Alexis Estiz
Sound Design & Mix: Pickle Music
Executive Producer: Olivia López
Performer: Emma Zavaleta
Film Production: Blur
Director: Claudia Llosa
Executive Producer: Mario Forniés y Alfonso Cazalilla
Producer: Elena Sáenz
1st AD: Andrés González
Production Manager: Yago López Abril
Production Assistant: Gustavo Pérez
Production Coordinator: Paula Ceregido
Location Manager: Alejandro Camacho
DOP: Octavio Arias
Camera Assistant: Maria José Burgos
Art Director: Dear F*cking Love
Stylist: Marga Vázquez
Hair and Makeup: Blanca Laporta
Home Economist: Óscar Sanz Cabrera
Casting Director: Mercè Ramos
Editor: Vicente Álvarez
Colourist: Edu Aranda