We’ve seen ad campaigns here and there through the years that intentionally put the client or its products in an unflattering flight—think, for example, of the great Harvey Nichols “Shoplifters” campaign by adam&eveDDB, which featured surveillance footage of the department store being robbed.
But never have we seen ads that show a company’s retail locations on fire.
That’s what Burger King has done in a pretty incredible series of print ads from agency David, which show real emergency-scene photos of actual BK restaurants fully ablaze.
The point? To remind people that BK always flame-grills its burgers—which usually has tasty consequences, but can sometimes have disastrous ones.
Check out three ads below. Click to enlarge.
The campaign was informed by a fun piece of research—that since 1954, more BK restaurants have burned down than any other fast-food chain. Amazing work by David to bring such an unpleasant data point so gloriously to life.
Client: Burger King
Agency: David Miami
CCO, Founder: Anselmo Ramos
Creative Director: Russell Dodson
Creative Director: Antony Kalathara
Associate Creative Director: Jason Wolske
Associate Creative Director: Danny Alvarez
Art Director: Curtis Caja
Copywriter: Ian Holmes
Design Director: Carlos Lange
Strategy Director: John Carlaw
Head of Global Production: Veronica Beach
Producer: Carlos Torres
Associate Producer: Marina Rodrigues
Managing Director, Head of Account: Paulo Fogaca
Senior Account Director: Carmen Rodriguez
Account Director: Lucila Mengide
Account Supervisor: Rafael Giorgino
Senior Business Affairs Manager: Barbara Karalis