How gay does this Whopper look to you?
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.
AGENCY: DAVID/Miami
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
CLIENT
SVP Global Brand Management: Fernando Machado
Chief Marketing Officer, North America: Eric Hirschhorn
PRODUCTION
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
EDITORIAL
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
ONLINE AND COLOR
Spy Post San Francisco
Executive Producer: Lori Joesph
Flame Artist: Darren Orr
Flame Artist : Jesse Boots
Colorist: Carey Burens
MIX
Polarity Post SF
Mixer: Patrick Fitzgerald
Mixer 2: Jerel Bromley
Music
Music by Beacon Street Studios
Executive Producer: Adrea Lavezzoli