Eat Like Andy is a piece of art from the 1982 film, “66 Scenes from America,” which was turned into advertising at the biggest entertainment event in America: The Super Bowl.

Not only did it cut through the clutter and noise, the Eat Like Andy commercial became the most talked about ad of the night. As a result, the extract of the art film became culturally relevant once again, 37 years later.

Even though the Whopper is America’s favorite burger, it wasn’t being celebrated like it deserved. Leading up to the Super Bowl, there hasn’t been a Whopper campaign that stamps its legacy as the most iconic American burger in people’s minds.

So, we needed to launch a bold message that would attract current customers, re-engage those who haven’t tried the burger in some time, and introduce a new generation to the Whopper.

What’s the best way to do this? By being real and authentic, just like the food Burger King serves every day.

We found a 1982 art film called “66 Scenes from America,” where the most iconic American pop artist, Andy Warhol, eats a Whopper in his own authentic way. So, we reversed Warhol’s philosophy of turning advertising and commercialism into art and turned his piece of art into advertising to put a spotlight on this moment – a moment that shows a highly emblematic picture of the United States of America.

Burger King is lagging behind its competitors (McDonald’s and Wendy’s) in key measures like brand coolness, brand I associate with, and brand I talk about.

With the fast food industry being highly competitive with low customer loyalty, Burger King had to do things a little different. We had to go for a big, bold, and brave statement to stay top of mind.

So, at the biggest stage of American entertainment – the Super Bowl – we saw an opportunity to become relevant in pop culture. But in an event where explosions and special effects are the norm, we had to cut through the clutter in an unexpected way.

Instead of launching the typical Super Bowl ad with celebrities, boy bands, and explosions, we came out with a silent killer that would break through all the noise: a 45-second bite shot of Andy Warhol eating a Whopper. We aired it in the 4th quarter of the big game, getting over 100 million Americans to watch it live.

Some people hated it, some loved, and the rest were confused. This inspired viewers to search for answers on the internet, turning Burger King into the most searched brand of the night, and Andy Warhol into the most searched term.

The commercial got thousands of people to record themselves with a wig and eat like Andy Warhol. The ad was turned into satire cartoons. It was used in art classes as a subject. It became part of culture in 2019, decades after the film’s original release.

7.1 Billion Impressions

$48 Million in Earned Media

38% Increase In Home Delivery Sales

Record in All Brand Metrics:

- +11% Most Likely To Purchase

- +189.4% Cool Brand

- +78.6% Feel Good about the Food

- +114.2% Real and Authentic

- +154.5% Brand I Associate With