Burger King TV AdBy Tom Dougherty
Strangely, the new Burger King TV ad works in today’s times
Amid all the ads we’ve seen of brands telling us that they care and we’ll all get through this, one TV spot actually stands out. And it’s from an unlikely source. A Burger King TV ad.
Yep, from the brand that always seems the most confused, making menu changes like flipping through a Rolodex in the place of a brand. The brand falling behind Wendy’s because it can never figure out what it’s brand means or who it’s for.
Yet, the Burger King TV ad currently running, celebrating Couch Potatriots, is actually different in every aspect from what’s currently on the airwaves and possibly even better.
“Well, in today’s world, the Burger King TV ad actually stands out because it owns humorous meaning among all the ads surrounding it that look and sound alike with the same messaging.”
Now, in normal times, we’d probably forget this Burger King TV ad because it doesn’t really connect with the brand. Because the brand lacks focus. Is the brand about lazy people? Proud of their sloth-dom?
Well, in today’s world, it actually stands out because it owns humorous meaning among all the ads surrounding it that look and sound alike with the same messaging.
The Burger King TV ad tells you to stay at home with a lighter bent than anything on the airwaves today.
The Burger King TV ad approach works in context
And I think that approach is something audiences are craving right now. It strangely seems more human because it feels like something from before the COVID-19 pandemic hit. It’s not nostalgia. It’s a weird yearning for normalcy.
I can imagine the spot being developed before all this happened. So Burger King may have just lucked into it. Regardless, it takes some guts to run this Burger King TV ad when it seems a softer touch would resonate more.
A month ago, or even a few weeks ago, this wouldn’t have worked. We needed the comfort of caring. But we feel we’re over the hump a bit (even if the timing is still tricky). And aching for something that feels normal, even wacky.
Humans own a powerful ability to adapt, which is why today’s times are feeling a bit like the new normal. So, the so-called caring spots are starting to feel out of date. We get it.
The Burger King TV ad won’t help the brand much. But I bet it sells some Whoppers and becomes more noticeable than just about everything else on our screens. The times we live in make it work.