McDonalds are three times bigger than Burger King in Sweden. Their media sending, specially in TV, is enormous in comparison. Burger King need to be innovative and clever to break through.

The film about Håkan spread widely on social media, people talked about it and laughed about it. The Swedish version got almost 1.000.000 views in a short while,

As Håkan is saying in the film: goggle "avkoda meddelande" to se the Mcdonalds film that he was in. Or follow this link: https://www.youtube.com/watch?v=OIT9mWtBeH8

A post was placed on Burger Kings Facebook explaining that Burger King were looking for people who been in McDonald ads. This guy Håkan replied, and agreed to make a TV ad for Burger King, getting paid absolutely nothing and also saying he got paid for making the McDonalds ad.

All Håkan got was the burger he was eating. He was doing it for the fun of it, he explained.

By using an actor recognized from a competitors ad and being clear about it, Burger King managed to make their in comparison modest TV budget worth a lot more than the spend.