Kids can be cruel, especially when it comes to names. And for people named Parrilla—Spanish for “grill”—the annoyance and harassment of dumb puns can go on long after childhood.
“This wiener is for your Grill.” “Take care of my meat.” “Grill, where’s the meat?” These are few of the choice taunts recalled by Parrillas in a campaign case study from agency David Buenos Aires, which connected some of these long-suffering Argentinians with a lifetime of Burger King Whoppers.
The stunt continues the Ogilvy-owned agency network’s campaign of creatively highlighting the fact that Burger King flame-grills its burgers. David Miami recently raised some singed eyebrows with a print campaign featuring real Burger King locations on fire.
In the case of the Parrilla stunt in Argentina, the brand and agency felt it would be a nice gesture that shows how connected the brand is with grills and even people named Grill.
“We are proud to belong to the Parrilla family for more than 60 years,” Burger King Argentina marketing director Lucina Cabrejas said in a statement, “and the best way to put it is by recognizing for life those who bear that surname.”
Client: Burger King Argentina
Brand representatives: Fernando Machado (Global); Lucina Cabrejas, Federico Bonino, Luz Fochezato, Santiago Cafisi and Bruno Mazzucchelli (Argentina)
Agency: David Buenos Aires
VP ECDs: Joaquin Cubria, Ignacio Ferioli
CDs: Federico Plaza Montero, Nicolás Zarlenga
Creative Team: André Soares, Joao Oliveira, Nicolás Defferrari , Juan Gutierrez
Head of Production: Brenda Morrison Fell
Senior Producer: Florencia Albizzati
General Account Director: Emanuel Abeijón
Account Director: Lucila Mengide
Account Executive: Belén Rodríguez
Production Company: argentinacine
Director: Rafael Lopez Saubidet
Executive Producers: Laura Passalacqua, Nano Tidone
Producer: German Escande
Director of Photography: Julián Ledesma
Editor: Leandro Aste
Postproduction: Aldo Ferrari
Color Grading: Pentimento
Sound and mix: Elefante Resonante