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

New low-cal fries get everyone high

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.

CREDITS

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