Burger King Caught Customers Napping for Ads About How Filling Its Sandwiches Are

Independent agency We Believers created the “Food Coma” campaign for Burger King in Mexico, but the global brand has already licensed the ads to run in other markets across the U.S., Latin America and Europe.

Gustavo Lauria, co-founder and CCO of We Believers, tells us the concept began with a restaurant manager’s comment to the agency that some customers like to sneak in brief naps after a meal, and the manager noted (half seriously) that the larger the burger, the more likely the nap.

Running with that idea, the agency hired a photographer to spend a month catching real customers nodding off at Mexican locations and turn them into ads.