Burger King Built Ads From X-Rays of Customers Who Hurt Their Jaws Eating Whoppers

'We warned you it was big'

An X-ray of a jaw injured by eating a Whopper is shown.
Real jaw injuries become really weird ads for Burger King in this new campaign out of Brazil. David São Paulo
Headshot of David Griner

Based on its ads, Burger King seems to be a dangerous place these days. The chain has created ads around real fires at its restaurants and even cars crashing into BK locations. And don’t get us started on all the scary clowns that hang out there once a year.

Now the global burger brand is rolling out a print campaign featuring what we’re told are real X-rays of real customers who injured their jaws eating at Burger King. Each ad includes an associated tweet about the injury.

The agency behind the new work is David São Paulo, which recently created a way for Burger King’s app users in Brazil to “burn” competitors’ ads and reveal a coupon for a free Whopper.

The X-ray ads, which feature the tagline “We warned you it was big,” are light on copy but are generally intended to promote the Whopper and Mega Stacker burger lines.


Agency: David São Paulo
Client: Burger King
Campaign: BK Injuries
Managing Director: Sylvia Panico
Creative VP: Rafael Donato
Creative Director: Edgard Gianesi
Copywriter: Bernardo Tavares, Maicon Silveira
Art Director: Paulo Damasceno
Account: Carolina Vieira, Rafael Giorgino, Juliana Chediac, Roberta Magalhães
Agency Producer: Fabiano Beraldo, Fernanda Peixoto, Brunno Cunha, Gustavo Viola
Planning: Daniela Bombonato, Carolina Silva, Bruno Gomiero
Media: Marcia Mendonça, Mateus Madureira, Felipe Braga, Renata Oliveira, Rafael Salles
Estudio: Malagueta Studio
Executive Producer: Marcello Baltazar
Client Approval: Ariel Grunkraut, Thais Nicolau, Bruna Yoshida, Mariana Santos, Stephanie Pellin

@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."