The King (Sort of) Breaks His Silence in David’s American Sign Language Spot for Burger King

By Erik Oster 

The King hasn’t said a word during his entire career as Burger King’s mascot, but that all changes in a new spot from David Miami celebrating National American Sign Language Day (April 15).

Well, not really.

The spot, entitled “Whopper Sign” opens with the King breaking his silence (in a manner of speaking), in American sign language, and asking viewers for help in developing a sign for the Whopper to honor National American Sign Language Day. “Whopper Sign,” which is completely silent, continues with the King inviting some friends to an unspecified Burger King location in Washington D.C., where they are  surprised to find the sign and menu is written entirely in American Sign Language. The King’s guests talk about the importance of American Sign Language and give some suggestions for the official Whopper sign before the spot concludes with the King wishing viewers a happy National American Sign Language Day and asking them to contribute their own Whopper sign suggestions using the hashtag “#WhopperSign.”

“Whopper Sign” is a fitting celebration of American Sign Language. While many social-stoking requests for viewers to use a hashtag feel empty, this is a clear exception to the rule, with the decision to invite as many American Sign Language speakers as possible in the process an obvious one and the hashtag a perfect vehicle for that inclusivity. In addition to the online spot, Burger King will also make a donation to The Burger King McLamore Foundation (a non-profit charity organization supporting the advancement of education) as part of the campaign.

“The Burger King brand is built not only on including everyone, but celebrating everyone,” said Burger King senior vice president of global brand management Fernando Machado. “National ASL Day felt like a perfect opportunity for the King to extend our brand mantra and engage with the ASL community on such a great day.”


Agency: DAVID/Miami
Client: Burger King

Chief Creative Officer/Founder: Anselmo Ramos
CD: Russell Dodson / Tony Kalathara
Head of Art: Carlos “Panza” Lange
Art Director: Ricardo Casal
Copywriter: Juan Peña
Head of Global Production: Veronica Beach
Associate Producer: Marina Rodrigues
Jr Producer: Calvin Beach
Business Manager: Ann Marie Turbitt
Creative Manager: Katia Ramos
Managing Director: Paulo Fogaça
Group Account Director: Carmen Rodriguez


SVP Global Brand Management: Fernando Machado
Chief Marketing Officer, North America: Eric Hirschhorn
Senior Director, Media and Communications: Adam Gagliardo
Director Field Marketing: Elizabeth Greenberg


Production Company: Bullitt
Director: Josh Greenbaum
Executive Producer: Todd Makurath
Executive Producer: Luke Ricci
Producer: Jon Dawes
Head of Production: Elícia Laport
Bidding Producer: Victoria Curtis
Director of Photography: Matthew Woolf
Coordination: Michael Cheng
Production Supervisor – Cindy Miller
Asst Production Supervisor – Megan Peason
Art Director – Chris Ashley
Stylist – Bebe Ferro
Gaffer – Ted Ayd
Key Grip – Rhett Blomquist
Senior Art Director: Kate Bergquist


Senior Art Director: Jeremy Stein
Senior Copywriter: Mike Latshaw
Copywriter: Conor Champley
Visual Designer: Daniel Nosonowitz
Visual Designer: Chris Szeto
Jr Visual Designer: Riley Walker
Senior Community Manager: Carlos Matias
Junior Community Manager: Hallie Martin
Digital Analyst: Jon Leavitt


Media Agency: Horizon Media