Today marks a bold new milestone in food advertising. Rather than use wild party scenes, cute kids, or a guy in a King costume pulling crazy pranks, Burger King decided to use its food to advertise… well…. its food! Brilliant!
Don’t get me wrong, I have adored the wacky and controversial ad campaigns that CP+B brought to life for Burger King. The creepy King, with his permasmile, the “Whopper Sacrifice” campaign and the Angry Whopper’s “Angry-Grams” all brought smiles to my face (and many, many email forwards to my friends). Still, those ads never actually drew me into a Burger King.
This new commercial for the California Whopper, created by its new agency McGarryBowen, is entirely food-centric, slightly hypnotic, and all-around enticing:
By the time I was done watching this, I wanted to run out and get a California Whopper. (Sadly, I’m home sick today, so I’ll have to settle for someone bringing me one.)
Each and every food brand should take note of how lovingly this product has been portrayed. There’s nothing wrong with using other types of spots to breath humor and personality into the brand, but in the midst of that you still need to stop from time to time and let the food be the star.
Using food to advertise food works.
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