The original commercial aims to motivate people to use the company's mobile food ordering app more often.
Against the background of the current situation with the coronavirus pandemic in the world, many restaurant chains are actively advising customers to visit establishments as little as possible, and customers themselves often prefer to order food with delivery. A variety of motivational means are used to advertise delivery, but the Brazilian division managed to do it the most original of all. Burger King.
Instead of convincing viewers of the convenience of delivery services, the company shot an unusual video in which it jokingly showed what could be happening in its restaurants. In advertising, visitors do all sorts of stupid and outrageous things, go into restaurants naked, swear at each other, throw other people out the door, etc. After watching such a video, any viewer will come to the conclusion that it would be wiser to order the delivery of your favorite hamburger and potatoes to your home than to risk falling into such a bedlam.
The video clips are stylized as videos shot by CCTV cameras or mobile phones, which gives them a frightening realism. But in the end, it becomes clear that this is still an advertisement, as the viewer is invited to order food and Burger King through one of the delivery services, for example, Uber Eats or iFood.
By portraying the delivery as "the best of Burger King without the worst of Burger King," the video's creators offer viewers a new perspective on the situation. Instead of worrying about the fact that by not going to restaurants, the buyer contributes to the decline of the industry, the idea is put forward about the attractiveness of a new way to use the services of restaurants. Indeed, in the new reality for Burger King and other chains, it is online orders and delivery services that are becoming a priority way of development. For fast food establishments, it can be much more profitable to focus on delivery rather than reopening establishments after a long downtime.