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

Chain asks fans to come up with a Whopper sign

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