New Blood Entry — The Targeted Whopper
Award: Wood Pencil
Burger King / 2021
Burger King makes its burgers fresh to order and are committed to keeping them real. Now we’re doing the same with their advertising. Our digital radio ads will be made fresh for each listener, and unlike all the fake ads out there, ours will be real about the fact they’re targeted. Because any ad that’s targeted but pretends not to be, is fake by Whopper standards. Listeners will be taken aback by the freshness of ads which talk to their faces instead of behind their backs. They’ll believe Burger King uses real ingredients because they’ll believe we keep it real full-stop. The brave will be encouraged to Google ‘real whopper’, which will trigger even more real ads to be created from their search history. In a world of ad-blockers and ad-haters, Burger King needs to be bold to be real.
