Burger King’s King Finally Speaks, by Signing, for American Sign Language Day

Chain asks fans to come up with a Whopper sign

Headshot of Tim Nudd

From the days when he would pop up, unannounced, in your bed in the morning, Burger King's King character has never actually spoken a single word, preferring to let his creepily silent visage speak for him. But now, to celebrate National American Sign Language Day this Friday, the King is speaking up—by signing.

And he's asking BK fans to come up with an official sign for the Whopper sandwich.

Check out the announcement of the project in the video below, from David in Miami and Bullitt director Josh Greenbaum. It's creatively noteworthy in part because the entire 2:27 video is completely silent, which lends it a certain poignance that it wouldn't have otherwise.

"The Burger King brand is built not only on including everyone, but celebrating everyone," Fernando Machado, the fast-food chain's svp of global brand management, said in a statement. "National ASL Day felt like a perfect opportunity for the King to extend our brand mantra and engage with the ASL community on such a great day."

BK has also created an ASL version of its logo, and is making a scholarship donation benefiting students who are dedicating their studies to ASL language and interpretations.

It also has the King interpreting a recent TV spot in ASL, as you can see below. 


Client: Burger King

Senior Vice President, Global Brand Management: Fernando Machado

Chief Marketing Officer, North America: Eric Hirschhorn

Senior Director, Media and Communications: Adam Gagliardo

Field Marketing Director: Elizabeth Greenberg

Project: Whopper Sign

Agency: David, Miami 

Client: Burger King

Chief Creative Officer, Founder: Anselmo Ramos

Creative Directors: Russell Dodson, Tony Kalathara

Head of Art: Carlos "Panza" Lange

Art Director: Ricardo Casal

Copywriter: Juan Peña

Head of Global Production: Veronica Beach

Associate Producer: Marina Rodrigues

Junior Producer: Calvin Beach

Business Manager: Ann Marie Turbitt

Creative Manager: Katia Ramos

Managing Director: Paulo Fogaça

Group Account Director: Carmen Rodriguez

Production Company: Bullitt

Director: Josh Greenbaum

Executive Producers: Todd Makurath, Luke Ricci

Producer: Jon Dawes

Head of Production: Elícia Laport

Bidding Producer: Victoria Curtis

Director of Photography: Matthew Woolf

Coordination: Michael Cheng

Production Supervisor: Cindy Miller

Assistant Production Supervisor: Megan Peason

Art Director: Chris Ashley

Stylist: Bebe Ferro

Gaffer: Ted Ayd

Key Grip: Rhett Blomquist

Editing: Cosmo Street Editorial

Executive Producer: Yvette Cobarrubias-Sears

Editor: Stephen Berger

Post Producer: Marie Mangahas

Assistant Editors: Zack Winick, Rich Gonzalez

Agency: Code and Theory 

Senior Art Directors: Kate Bergquist, Jeremy Stein

Senior Copywriter: Mike Latshaw

Copywriter: Conor Champley

Visual Designers: Daniel Nosonowitz, Chris Szeto

Junior Visual Designer: Riley Walker

Senior Community Manager: Carlos Matias

Junior Community Manager: Hallie Martin

Digital Analyst: Jon Leavitt

Public Relations: Alison Brod Public Relations

Media Agency: Horizon Media 

@nudd Tim Nudd is a former creative editor of Adweek.