David, Code and Theory and Burger King Bring You Fiery Emojis

Yesterday, Burger King went from revisiting disco, cheering for gay marriage and pissing off Billy Eichner to dropping a “fiery” variety of the chicken fries it’s been promoting for the last five months or so.

Back in March, DAVID ran a couple of “Tinder for chickens” spots that sort-of/not really recalled the campaign that shall not be named. The new ad, which will debut tonight in primetime, is a bit more straightforward.

Did you get that the fries are hot?

BK CMO Eric Hirschhorn has the quote to back it up:

“Chicken Fries fans are already pretty extreme, but we wanted to test the limits of their taste buds with an even spicier version of the original…More than a quarter of taste testers even told us Fiery Chicken Fries were ‘spicy as $#*!,’ so when we heard that reaction we knew we had found the perfect level of heat.”

Market research, yo.

So, while the fries are available for an “unlimited” time, their spicy brethren are not. And BK wants you to know about it: on Snapchat, the brand wrote, “Don’t play with fire. Eat it. Tomorrow.”

The fire is coming tomorrow. Consider your tongue warned. pic.twitter.com/YqsXBsJLgh

— Burger King (@BurgerKing) August 10, 2015

BK didn’t just tell us how hot the fries were, though: it also expanded upon its earlier “emoji keyboard” to include a couple of appropriately flame-filled images created by Code and Theory:

The client did not, however, recruit any prominent boy band members to serve as brand advocates this time around. The campaign is already integrated enough as is.

Now I may not be gay but I am in love with a man … 2 words the kernel god bless you and your original recipe pic.twitter.com/NDzhTzXSgo

— Liam (@Real_Liam_Payne) May 31, 2014

That was some odd phrasing. Now check out these spicy credits, bro.