Fast food chains fighting for market share through advertising is nothing new, but the rise of generative AI has opened a new front in the battle.
The conflict first got heated in São Paulo, Brazil, where ChatGPT-generated billboards for Burger King and McDonald’s were placed alongside each other.
McDonald’s kicked off the trend this month by launching an out-of-home campaign sharing the OpenAI chatbot’s answer to the question, “What is the most iconic burger in the world?” The copy detailed why the Big Mac deserves the title, giving a bit of history of the sandwich that dates back to 1967 and how it’s even used by The Economist to measure the purchasing power of world currencies.
Just a few days later, Burger King launched a new ad from agency David São Paulo that asked ChatGPT what burger was the biggest. It answered that the Whopper is the largest in terms of size and amount of ingredients and “is considered a robust and satisfying burger.”
The poster was placed right next to McDonald’s ad. Both use their respective color schemes in the fonts and depict each company’s logo.
Enter the footlong
Subway then entered the fray on June 13 by asking ChatGPT how both burgers compare to the chain’s signature footlong sub. The response was: “In terms of size, both are significantly smaller than a footlong sandwich.”
Unlike Burger King and McDonald’s, the sandwich chain isn’t actually buying ad space in Brazil. Instead, Saatchi & Saatchi London created a digital mockup of the chatbot’s answer for Subway, which the brand shared across social media.
“If there’s going to be a conversation on iconic sandwiches, Subway will of course get involved,” Kirstey Elston, Subway marketing director for the U.K. and Ireland, said in a statement. “What can we say—even ChatGPT knows our footlongs are the biggest and best sandwich out there.”
CREDITS
Campaign: Subway has entered the chat
Client: Subway
Advertising agency: Saatchi & Saatchi
CCO: Franki Goodwin
Copywriter: Sam Pascoe
Art director: Heath Sims
Planning partner: Craig Adams
Campaign: ChatGPT
Agency: David São Paulo
Client: Burger King Brazil
Partner/global CCO: Pancho Cassis
Global COO: Sylvia Panico
ECD: Edgard Gianesi, Renata Leão
DC: Fabrício Pretto, Rogério Chaves
Creative team: Lucas Vigliar, Bruno Sabino
Account: Tom Gil, Cacá Franklin, Malu Figueiredo, Laís Barbara
Production team: Fernanda Peixoto, Letícia Brito
Editor: Silvio Figueira, Victor Folha
Planning: Carolina Silva, Murilo Toda, Renata Bernardino
Media: Marcia Mendonça, Thomaz Chamiso, Karina Takara, Yuri Bohn, Brenda Cunha
Data intelligence: Mailson Dutra, Ana Veiga, Bruno Moura
Global PR director: Sandra Azedo
Client approval: Ariel Grunkraut, Juliana Cury, Pedro Laguárdia, Larissa Zanardi
Campaign: A.I’m Lovin’ It
Client: Arcos Dourados Comércio de Alimentos SA.
Product: Institutional
Agency: GALERIA.ag
CCO: Rafael Urenha
Creative executive director: Carlos Schleder and Phil Daijó
Creative direction: Guzera and Rodrigo Porto
Creation: Victor Capato, Felipe Ribeiro, Phil Daijó, Rodrigo Porto, Guzera and ChatGPT
Account: Ana Coutinho, Mariana Magalhães, Paula Salvarani, Tais Boaventura and Larissa Gama
McDonald’s approval: Sergio Eleutério and Lariane Duarte
Strategy: Pedro Cruz, Carol Mello, Rafael Martins, Amanda Agapito and Felipe Ribeiro
Media: Paulo Ilha, Kaline Lessio, Natalia Fernandes, Mirella Covaleski and Fernanda Rubião
Graphic production: Marcos Moura and Natassia Santoro
Art buyer: Bruna Costa
Integrated production: Ducha Lopes, Priscilla Sanches, Fabio Truci, Fernanda Assato, Natália Menken, Ana Ananias and Renata Silva
PR: Patricia Capuchinho, Mariana Novaes and Fernanda Gil
Image producer: Frame
Art director: Phil Daijó
Motion designer: Zeca Riscala
Executive producer: Ducha Lopes
Production director: Fabio Truci
Sound producer: Lucha Libre Audio
Music producer: Paulinho Corcione
Production: Magno Rilly e Luiz Dourado
Account: Thais Urenha
