The fast food market is highly-competitive. For decades BURGER KING has regularly tried to overthrow McDonalds as market leader with a clearly lower marketing budget. By using smart ideas that anger the competitor. In the last few years many ideas from all over the world played with this rivalry. In Germany, BURGER KING was still seeking such an opportunity.

Using the exclusive pre-premiere of the remake of Stephen King’s classic “IT” in Germany we carried out an ambient stunt that utilized a whole new way of in-cinema advertising. By redefining the way ads are used on the silver screen. To this end we hijacked the showing with two powerful spotlights right before the credits were about to roll, to project an unmistakable message on the screen. Turning “IT” into the first feature length spot and making it the longest ambient ad the brand never paid for.

On the evening of the German pre-premiere of Stephen King´s horror classic “IT”, we let the clown spread fear and horror until the audience had enough. Right when the credits were about to roll, we hijacked the movie with two powerful spotlights to project our message onto the silver screen. Turning the horror movie of the year into the worlds longest in-cinema ad. In addition, our stunt warned the audience and everyone else who watched our viral video later about creepy clowns. And thereby indirectly about our biggest competitor – without naming them once.