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.
Documentary-Style Comparevertising
Whopper Virgins Choose Between Burger King & McDonald's B
Trend Themes
1. Documentary-style Comparevertising - Exploring the use of documentary-style commercials to showcase product comparisons.
2. Burger 'virgins' - Targeting individuals who have never tasted a burger or been exposed to burger advertising before.
3. Preference Vs. No Preference - Highlighting the diversity of consumer preferences for different burger brands.
Industry Implications
1. Fast Food - The fast food industry can leverage documentary-style comparevertising to differentiate their products and appeal to new customers.
2. Advertising - Advertising agencies can embrace the concept of using real people and documentary-style approaches to create impactful commercials.
3. Market Research - Consumer research firms can study the preferences and behaviors of burger 'virgins' to better understand the impact of advertising on consumer decision-making.