Burger King’s campaign is a funny story about the dethroned brothers
The VML Spain agency has been in charge of the advertising campaign
Burger King’s campaign reflects jealousy when a brother comes home.
When a couple usually has a second child, the first must go through a process of acceptance and understand that he will no longer be the one receiving all the attention. At that moment jealousy surfaces and frustration takes over. A situation that parents must learn to control and know how to handle in the best way.
Precisely that feeling is what Burger King wanted to reflect in its latest advertising campaign. It was launched on the occasion of Siblings Day celebrated in the United Kingdom and is dedicated to those brothers who have felt dethroned at some point.
“Long Live the King”
“Long Live the King” is the title of the Burger King campaign made by the VML Spain agency. A campaign that has been recorded with images of real families that have been published on the internet and social networks.
The Burger King campaign is dedicated to all those brothers who have been dethroned as kings of the house. The piece shows us different reactions of the little ones when they see a brother or sister coming home for the first time. What for many is joy and excitement, for others is jealousy and frustration.
For this reason, Burger King sends them a message to tell them that in their restaurants, they will always be kings, no matter what happens. According to Javier Pejito, Global Director of Communication & Strategy at Burger King: “This campaign manages to convey the unique experience that we want to create at Burger King every time a person enters our store. Our goal is to ensure that each and every one of them “Always feel treated like a king or queen. Even more so if that day life has given you problems such as, for example, being dethroned.”
For his part, Óscar Amodia, executive creative director at VML: “Life is like that, when one brother arrives, another feels displaced. This insight allowed us to position Burger King within the family territory, but maintaining a very Burger King tone From ‘rogue’ humor, through the perspective of children, but addressing parents. A universal truth told with authenticity and that highlights one of the brand’s most iconic phrases: Here, you are the King.”
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