Insight: Hamburgers are closely related to stains.
Idea: In summer, when dining at the beach in swimwear, skin gets dirty, leading to the invention of a sort of parallel world described in the commercial.
Execution: Burger King launches the new summer sandwich, perfect for outdoor consumption, with a special recyclable BK-branded Cover. This wrap is adaptable to any hamburger to prevent sauce splatters.
No-Drip Summer
01 EAST-BEACH-MORNING
The camera shows a resort beach with bathers showing uneven tan lines. Activity moments: beach volleyball, building sandcastles, and walking along the shore.
02. EAST-BEACH-LUNCH
Lunchtime arrives. Bathers eat hamburgers, which leave sauce stains on their skin, the cause of the lines is revealed. They laugh and continue to enjoy the day despite the stains.
03 EAST-BEACH-LUNCH DAY FOLLOWS.
The next day, a family with small children perfectly tanned without lines attracts puzzled glances from other guests. Mutual looks of curiosity at the family. People seem a little disgusted.
04 EAST-BEACH-LUNCH
While others get dirty, the family eats Burger King sandwiches in special BK signature covers that keep the sauces from spraying everywhere. Stunned silence on the beach.
V.O. & SUPER:
"This summer, cover your burgers with Burger King's ShieldWrap. Because your tan is worth more than a burger."
