In addition to the funky Burger King cologne, BK has unleashed a documentary-style commercial in which a Burger King traveled to remote spots all over the world to find people who have never tasted a burger and have never been exposed to burger advertising before to prove their Whopper is the best.
Those burger ‘virgins’ are then offered a Burger King Whopper and a McDonald’s Big Mac. The above abbreviated spot shows the ones who chose the Whopper as the best tasting burger.
However, the extended spot (almost 8 minutes) below surprisingly shows both people who prefer one of the burgers, and those who had no preference.
The ‘commercial’ was directed by Stacy Peralta for ad agency Crispin Porter + Bogusky.
Stats for Documentary-Style Comparevertising
Trending: Older & Mild
Research: 3,552 clicks in 384 w
Interest: > 3 minutes
Concept: Documentary-Style Comparevertising
Related: 60 examples / 46 photos
Segment: Neutral, 18-35
Comparison Set: 22 similar articles, including: suggestive sizevertising, comics to promote coffee, and fastfood perfumes.
More Stats +/-
Comics to Promote Coffee
Crying Child Discounts
Sunken Kitchen Designs