Cannes Lions

Stay Home of the Whopper

FCB NEW YORK, New York / BURGER KING / 2020

Film
Supporting Images
Digital Proof JPG
Digital Proof JPG
Supporting Images
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Overview

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Credits

Overview

Background

When the world went into lockdown, some Americans didn’t. Turns out, a lot of Americans weren’t quite on board with this whole “restrictions” thing.

Other brands were appealing to the typical ad tropes of “unpredictable times.” BK also wanted to ask Americans to do the right thing and stay at home - but to still have it our way. So we appealed to the one thing Americans love the most. America.

This print ad urged people to stand for their country by staying on their couch, and become a “Couch Potatriot.” At first glance, it looked like a regular American saluting their country. But the headline prompted readers to turn it around and showed them lying on the couch instead. It called on Americans to do their part by staying at home and ordering delivery, while we did ours - by sending 250,000 Whoppers to nurses.

Execution

The photography brought the idea of a “Couch Potatriot” (someone who stands for their country by staying on the couch) to life. It re-created the portrait style of heroes and patriots saluting their country, but with a wink. When turned sideways, the ad showed they were actually asleep on their couch.

The photography was the centerpiece of the print ad that ran in the New York Times as a part of the “Stay Home of the Whopper” campaign.

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