Burger King, DAVID Have Pride in Their New Gay Whopper


By Patrick Coffee Comment

How gay does this Whopper look to you?

proud whopper

See, that was a trick question: packaging aside, it looks and tastes exactly like every other Whopper.

On that point, here’s the spot promoting it from DAVID, which premiered today:

This ties quite nicely into the brand’s new (contentious) “Be Your Way” tagline…

If the campaign looks like a bit of a stunt, that’s because it is: the spot was filmed during last weekend’s Pride Parade in San Francisco, and the Proud Whopper in question will be available for that notoriously “limited” time at “the Burger King restaurant located at 1200 Market Street.”

San Francisco is gay? That’s a stereotype!

This isn’t all about one-dimensional characters, though:

“All Proud Whopper sales will be donated to the Burger King McLamore Foundation, for scholarships benefiting LGBT college-bound, high school seniors graduating in spring 2015.”

We’re most interested in the psychological effects of such practices on the average unsuspecting consumer–especially those who insisted that this Whopper tasted just a little…different.

Don’t call this campaign “emotional manipulation”, though. Save that phrase for Facebook.


Client: Burger King US

Chief Creative Officer/Founder: Anselmo Ramos

ECD: Roberto Fernandez

ACD: Russell Dodson

Art Director: Bruno Luglio

Copywriter: Ivan Guerra

Jr. Art Director: Rodrigo Bistene

Head of Global Production: Veronica Beach

Producer: Renata Neumann

Business Manager: Libby Fine

Managing Director: Paulo Fogaça

Account Director: Ricardo Honegger

Account Supervisor: Rafael Giorgino




SVP Global Brand Management: Fernando Machado

Chief Marketing Officer, North America: Eric Hirschhorn




Production Company: Smuggler Films

Director: Henry-Alex Rubin

Partner: Patrick Milling Smith

Partner:  Brian Carmody

COO: Lisa Rich

Executive Producer: Lisa Tauscher

Head of Production: Andrew Colon

Line Producer: Erin Wile

Director of Photography: Matthew Woolf



Rock Paper Scissors

Executive Producer: Linda Carlson

Executive Producer: Dave Sellars

Editor: Conor O’Neill

Post Producer: Justine Smollan

Assistant Editor: Vanessa Yuille

Assistant Editor: David Sullivan

Assistant Editor: Lorianne Arden



Spy Post San Francisco

Executive Producer: Lori Joesph

Flame Artist: Darren Orr

Flame Artist : Jesse Boots

Colorist: Carey Burens



Polarity Post SF

Mixer: Patrick Fitzgerald

Mixer 2: Jerel Bromley



Music by Beacon Street Studios

Executive Producer: Adrea Lavezzoli