Burger King Is Returning to the Super Bowl After 13 Years—Here’s Its Puzzling Teaser

The fast-food brand is partnering with DoorDash on Mystery Boxes

Burger King will have a 45-second spot during the Big Game. Burger King
Headshot of Kristina Monllos

Burger King will return to the Super Bowl on Feb. 3 after 13 years without airing an ad during the Big Game. The fast-food chain will air a 45-second spot from David in Miami during the fourth quarter.

The company has released a 30-second teaser featuring the King. The creative shows the King getting a set ready with lights and a microphone for whoever—or whatever—will star in the Super Bowl ad.

“We all know that there aren’t too many occasions during the year when people are looking forward to seeing ads,” said Fernando Machado, Burger King’s global chief marketing officer. “The Super Bowl is one of those.”

Machado continued, “We felt really strongly about the idea that we had. It’s very unique, very different and something only Burger King could do—literally. No other brand could do what we’re about to do.”

The chain is also working to make sure its Whopper is “perceived as the iconic product that it is,” noted Machado, adding that the Super Bowl spot is the beginning of a push to talk about the Whopper.

As part of the campaign, and likely to build on the mystery of the brand’s teaser, Burger King has partnered with DoorDash to offer consumers Mystery Boxes for $10 from participating restaurants.

“This limited-edition Mystery Box creates a unique, engaging and innovative experience, and we are excited to launch it nationwide for our customers,” said Christopher Payne, DoorDash’s chief operating officer, in a statement.

Machado declined to reveal creative details beyond the teaser for the ad but did add that the DoorDash partnership is part of Burger King’s effort to “improve service for guests” using technology and delivery.

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.