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21-JUL-2024 | Burger King’s Pandemic “Order from McDonald’s” Ad

Author

Dan Bogachek
July 21, 2024

Burger King’s Pandemic “Order from McDonald’s” Ad

Order from McDonald’s.

We never thought we’d be asking you to do this. Just like we never thought we’d be encouraging you to order from KFC, Quick, O’Tacos, Domino’s Pizza, Subway, Eat Sushi, Pizza Del Arte, Hippopotamus, Pitaya, Sushi Shop, Big Fernand, Mamma Primi, Chez Michel, Le Bistrot Basque, Café Kokomo, Yima… or any of the other independent food outlets, too numerous to mention here. In short, from any of our sister food chains (fast or not so fast).

We never thought we’d be asking you to do this, but restaurants employing thousands of staff really need your support at the moment.

So, if you want to help, keep treating yourself to tasty meals through home delivery, takeaway or drive through. Getting a Whopper is always best, but ordering a Big Mac is also not such a bad thing.

The hook text works in conjunction with the Burger King logo. “Well, this can’t be right…”

This type of thought leadership ad is particularly effective in crisis. In effect, Burger King has created an inclusive, feel-good hairy dog — there’s a whole list of chains they’re promoting. All that good-will they’re spreading around makes them the good guy — and at the end of the day, we only buy from companies and brands we like and trust.

“Getting a Whopper is always best…” is still them tooting their own horn, but it’s quietly confident.

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and crack open the laptop.

Or… it could go like this:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

You had Copygloss handle it yesterday afternoon.

For help with editing, email Dan:
[email protected].