Burger King Turned Real Car Crashes at Its Restaurants Into Ads Encouraging Delivery

Continuing the vibe of its famed 'Burning Stores' campaign

A photo of a car crash at an Illinois Burger King becomes an ad for Whopper delivery. Burger King
Headshot of David Griner

Burger King raised quite a few eyebrows last year with its Burning Stores print ad campaign, which featured real fires at the chain’s locations alongside a simple message: “Flame grilled since 1954.” It was a counterintuitive way to approach advertising, but the work by agency David Miami was also a hit, winning the 2017 Print Grand Prix at the Cannes Lions.

Now the brand is back with ads in a similar vein, though this time with a new kind of accident: car crashes.

Specifically, the ads feature cars that crashed while trying to drop by Burger King locations around the world. The headline: “Leave it to us.” The message: Burger King’s menu is available for delivery via the third-party app DoorDash.

Burger King has released five ads in the Crashes campaign, this time created by agency LOLA MullenLowe in Spain, which also created the brand’s successful Scary Clown Night promotion last Halloween.

While the brand didn’t have any stats on how often such crashes occur, in a statement announcing the campaign, Burger King said: “Store front car crashes are more common than one might think, with a recent uptick in incidents due to more distracted drivers. Smartphones are the most likely culprit, but what about Whopper sandwich cravings?”

The brand also assures us that no one was seriously injured in the crashes featured in the ads below.

Agency: LOLA MullenLowe
Campaign: Crashes
Client: Burger King Global
Client Contacts: Fernando Machado, Marcelo Pascoa, Rogelio Magaña, Renato Rossi, Diego Suarez, Liza Keller, Madeline McDermott
Chief Creative Officer: Chacho Puebla
Executive Creative Director: Pancho Cassis
Creative Director: Tomás Ostiglia, Fabio Brigido, Fred Bosch
Copywriter: Enrique Torguet, Manuel Castillo
Art Director: Manuel Castillo, Enrique Torguet
Account Director: Tom Elliston
Account Manager: Ana Pozuelo
Account Executive: Adriana Gonzalez Cid
Strategic Planner: Marcelle Santos
Agency Producer: Felipe Calviño, Diego Baltazar
Head of Communications: Sarah Okrent
Media agency: Horizon Media

@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."