T.V. Burger King "Clive Owen"
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About

About

WE OFTEN FIND OURSELVES WITH A PARADOX: THOSE THINGS WE CAN DO BEST ARE THE HARDEST TO EXPLAIN. BURGER KING STANDS OUT FROM THE REST OF ITS COMP… Read More
WE OFTEN FIND OURSELVES WITH A PARADOX: THOSE THINGS WE CAN DO BEST ARE THE HARDEST TO EXPLAIN. BURGER KING STANDS OUT FROM THE REST OF ITS COMPETITORS BECAUSE OF THE TASTE OF ITS HAMBURGERS, BUT HOW CAN TASTE BE CONVEYED? WE WERE FACING THE CHALLENGE OF CREATING A NEW POSITIONING FOR BURGER KING, TRYING TO EXPLAIN THE UNEXPLAINABLE. THAT’S HOW WE CAME TO THE CONCLUSION THAT TASTE COULD NEVER APPEAR IN A COMMERCIAL AND THAT THE SOLUTION WAS TO BLOW EVERYTHING UP IN ORDER TO GO BACK TO THE ORIGIN, TO OUR TRUE ESSENCE: TASTE COULD ONLY BE EXPERIENCED BY EATING A WHOPPER AT A BURGER KING RESTAURANT IN SHORT, WE ARRIVED TO A CONCEPT: TASET IS HERE Read Less
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How to explain what is impossible to explain? How to advertise admitting that advertising codes might not work? That was our challenge when we decided to face the task of changing Burger King positioning in our country. And as we knew it would be difficult, we brought up a Hollywood star to help us out.

With Clive Owen here and after turning Madrid into a great Hollywood movie set and play with all advertising cliches that try to explain taste, we realized that the only way to do it was going to a Burger King and asking for one of its delicious burgers. Because our conclusion and their positioning 'Taste is here' is much more honest than any attempt to transmit that taste through the screen.





The Making of.

Spanish version 60"
The first Story Board
CREDITS


Art Director: Antonio Castillo
Writer: Lolo Ortega
Agencia: La Despensa
Digital Post production: El ranchito
Productora: Agosto
Director: Hugo Menduiña