Burger King Captures Real Customers Napping At Restaurants & Turns Them Into Ads
By Izza Sofia, 19 Sep 2019
Burger King Mexico has made the humorous decision of taking photos of patrons in food comas, and then turning the shots into a series of ads.
In Mexico, mid-day naps are apparently a common public sight. While the pastime is typically expected to take place in locations safe from watchful eyes, it turns out that people enjoy resting their eyes in fast food chains too.
A restaurant manager in Burger King noticed that some patrons would doze off after having a meal, especially one belonging to the hearty ‘King Collection’.
Because this has become quite a frequent sight, BK teamed up with advertising agency We Believers to create some print ads that spotlight customers snoozing after filling, satisfying meals.
The resulting images show these “heroes” in total food comas next to their burger wrappers and leftover fries, in deep slumber while the rest of the world goes by.
The ads feature the words, “They’re that big,” to promote BK’s ‘King Collection’, the chain’s more massive sandwiches.
They also include information about the photos, such as the date, time and restaurant location they were taken, as according to Gustavo Lauria, co-founder of We Believers, these are genuine shots.
For the campaign, the agency hired a photographer to snap these customers when they were found to be in deep sleep. As soon as they woke up, the photographer informed them about the concept and asked them to sign a release. These customers have also been paid global rights, so that other BK restaurants can use the photos.
Así quedas después de probar una de nuestras 🍔 #TheKingsCollection. 😴😴😴 Descubre tu 👑 favorita: #MangoHabaneroKing #ChipotleKing #BaconKing #FuriosaKing #CrispyKing #MangoHabaneroCrispyKing pic.twitter.com/TjC3mjfhce— Burger King México (@BurgerKingMX) September 12, 2019
[via Ad Age, opening image via Burger King Mexico]
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