Burger King Uses Baldies To Promote Its Drive-Thrus

Image courtesy of DAVID São Paulo

Move over, buns with no seeds, there’s a new kind of “bald” taking center stage at Burger King. 

Hair loss discussions abound in Brazil, where it’s not uncommon to come across looks like “little pool bald,” “hairy bald,” and “long forehead.” To that end, the fast-food chain has leaned into the topic to serve as the root of its new campaign. Burger King identified a specific type of baldness that resembles its drive-thrus—with entry on one side, a smooth passage through the back, and an exit on the other—and appointed it as its new ambassador of sorts.

The plucky move was paired with free Whoppers for anyone who ordered via the drive-thru and has a “Bald Thru” on their head.

A spot crafted by advertising agency DAVID São Paulo spotlights all sorts of accepted “Bald Thru” styles, both natural and, well, creatively shaved. Accordingly, the activation was so cutting-edge and such a smash, over half a million bald individuals visited Burger King’s restaurants to score a free bite within the first five days of its launch.

Image courtesy of DAVID São Paulo

[via DAVID São Paulo, images courtesy]