Burger King in Brazil Breaks New Ground With Spot Featuring Blind Customer

It's the first ad that makes audio descriptions and SAP primary features

A blind man wearing a Burger King paper hat.
"[The campaign] shifts your perspective on people with visual disabilities, and we hope this does the same with our audience," said Rafael Donato, David SP's creative vp. Burger King Brazil

The goal of many food commercials is to trigger physical sensations like taste and smell by using the association of sight and sound. Making people feel moved by the faux-burgers they see on the screen so they swing through a drive-through next time they are out is a tried-and-true technique.

Mitch Reames is a freelance writer based in southern Oregon. A 2017 graduate of the University of Oregon school of journalism and communications, Reames covers a wide range of industry topics including creativity, agencies, brands, esports and more.