NEWS: DMB&B updates Burger King ad style

DMB&B has taken a fresh look at Burger King with a new TV campaign that uses a light-hearted approach to appeal to the fast-food giant’s target market of 16- to 24-year-olds.

DMB&B has taken a fresh look at Burger King with a new TV campaign that

uses a light-hearted approach to appeal to the fast-food giant’s target

market of 16- to 24-year-olds.



Two TV executions, breaking next week, focus on a central character and

the extraordinary lengths he will go to for a bite of a Burger King

burger.



Set in San Francisco, the ads feature Barnaby Stone, a mime artist, who

entices members of the public to get involved in his quest for the

ultimate burger.



One ad shows Barnaby with one arm in a sling, sitting on a bench,

desperately trying to enlist the help of passers-by to give him a hand

to eat a Burger King Whopper. The idea is encapsulated in the line: ‘You

can’t eat a Whopper single-handed.’



In the second spot, Barnaby chases around the city streets on a classic

50s Lambretta wearing a helmet decorated with a cockerel motif. He is

also sporting an instant snapshot of a BK Chicken Flamer on a string

around his neck, which he shows to pedestrians as he searches for a

Burger King restaurant.



The ads were directed by Edmundo at Jane Fuller Associates. They were

written by Steve Boswell and art directed by Steve Drysdale.



John Prior, the European marketing director of Burger King, said: ‘Our

advertising will appeal to younger adults who respond to this off-beat

style of humour and want to be cajoled and involved in the advertising,

not preached at.’



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