Ad of the Day: Burger King Is Out to Change the World With ‘Satisfries’

New low-cal fries get everyone high

Headshot of Tim Nudd

Everyone seems pretty excited this week about Satisfries, the new lower-fat, lower-calorie french fry at Burger King—no one more so than the characters in the first commercial for the menu item.

The spot, from Mother New York, shows food-porn shots of the new crinkle-cut fries before transitioning to action shots of people eating them—a family, a firefighter, a boyfriend and girlfriend, a farmer type. They all seemingly can't believe how amazing the new fry is—how life changing.

"New Satisfries from Burger King," says the gushing male voiceover. "A delicious new choice with 40 percent less fat, 30 percent less calories and big taste. Cut from whole potatoes, fried to perfection, to satisfry our lives. The heroes. The lovers. The everyman."

The spot ends on a "cool guy" who's burning out his tires like a jackass, as his girlfriend, "Tammy," celebrates the fries in the passenger seat by screaming with her arms in the air. BK's goal, the voice adds, is to "satisfry freakin' everybody."

If the spot is quirky, so is CMO Eric Hirschhorn's way of describing how Satisfries will help you eat better. "You live in Manhattan and might be having a kale smoothie on your way to work this morning," he tells The New York Times. "But a lot of people don't even know what kale is, and if they do, they don't want to eat it. You have to give people what they want."

Satisfries, which have a coating designed to be less porous and absorb less oil, will cost 20-30 cents more than regular fries. We'll see if consumers want them badly enough to pay that small premium.

Client: Burger King
Spot: "Satisfry Everybody"
Agency: Mother, New York
Creative: Mother
Strategy: Mother
Agency Producer: Mother
Music, Business Affairs: Mother
Production Company: Smuggler
Director: Sniper Twins
Director of Photography: Rodrigo Prieto
Executive Producer: Laura Thoel
Line Producer: Donald Taylor
Wardrobe Design: Holland Neilson
Production Designer: Dan Butts
Hair, Makeup: Stella Tzanidakis
Editing Company: The Now Corporation
Editors: Nelson Leonard, Jessica Farmer
Animation, Postproduction Company: MPC
Executive Producer: Nancy Finn (Now Corp)
Post Producer: Claudia Guevara (MPC)
Final Grade, Finishing: MPC
Music Production: Singing Serpent
Music Producer: Dennis Culp
TV Mix, Sound Design: Rob DiFondi, Sound Lounge

@nudd Tim Nudd is a former creative editor of Adweek.