Late Night Stores
Burger King Brazil
Issue 56 | September 2020
Agency
DAVID Sao Paolo
Creative Team
Global Chief Creative Officer, Partner Pancho Cassis Creative VP Rafael Donato Creative Director Edgard Gianesi Associate Creative Directors Fabrício Pretto, Rogério Chaves Creatives Fabrício Pretto, Rogério Chaves
Production Team
Production Team Fabiano Beraldo, Fernanda Peixoto, Andressa Cardoso Production Company Café Royal
Other Credits
MD, Global COO Sylvia Panico Account Team Carolina Vieira, Rafael Giorgino, Juliana Chediac, Martina Adati Planning Team Daniela Bombonato, Carolina Silva, Tábata Pimentel Social media Lucas Patrício Data Intelligence Mailson Dutra, Ana Veiga Client Approvals Ariel Grunkraut, Thais Nicolau, Filipe Botton, Natalie Bursztyn, Marilia Santos, Stephanie Pellin, Natalie Ann, Vinícius Simon de Freitas
Date
August 2020
Background
In August 2020, Brazil looked back on another month of social distancing. In social media, people were pining for a return to normal, hanging out with friends. Burger King wanted to let people know that they were running a special offer promotion, up to 70% off the price of a Whopper between the hours of midnight and 5am.
Idea
An ad was created using clips of video found on the internet or which had been sent in by customers or captured by BK staff. These showed some of the weird (coneheads fighting) and wonderful (the naked customer) scenes that used to happen between midnight and 5am in-store.
Selling the delivery service, the endline read: The best of Burger King without the worst of Burger King.”
Our Thoughts
There is a genre of Covid-related advertising which suggests that the ‘old’ normal wasn’t all that great. This is BK’s take on the thought, reminding us that we are currently spared noisy, drunken louts on the rampage in the small hours. I have a feeling they will make their return as and when the ‘new’ normal happens.