Burger King has again flouted its unique selling point, its flame-grilled burgers, in a Dutch ad campaign where it burns awful objects.
The #GrillTheWorst campaign comes from Amsterdam Creative Agency Etcetera and with it the firm looks to publicise its Grilled Dogs product.
The campaign strapline itself plays out as a cringe-inducing pun, 'worst' of course being a nod to a wurst which is a hot dog.
Tying into the psychology behind the new year clear out, where consumers in some markets adopt a 'new year, new me' mentality, to kick off 2018, Burger King wants to encourage Dutch diners to purge their worst things, like crocs, bad haircuts and clown masks (another jab at rival McDonald's).
Tolga Büyükdoganay, creative director of Etcetera Amsterdam released a brief statement: “We are proud to start 2018 with the 'Worst' campaign.”
Vote for and watch the ad below in The Drum’s Creative Works.
Etcetera: Burger King '#GRILLTHEWORST.'
Marketing team: Andrea D'Aloia, Madhav Kapur, Ana Mendes
Creative directors: Tolga Büyükdoganay, Raymond van Schaik, Ben Imhoff, Wouter Voges
Strategy: Frank Huiberts, Margot Bouwman
Social strategy: Michael Nap
Design: Lynnet Wams, Michiel Koorstra
Account: Martin Stiemer
Agency Producer: Marc Elbers, Remko Esser, Anne Verdaasdonk
Production Company: Vigics
Director: Dwight Groot
Production Manager: Lisanne van Steen
DOP: Jorne Tielemans
Focus Puller: Eli van Cleef
Gaffer: Berend Holtkamp
Art Director: Klaas Wijnberg
Set dresser: Marten Hoekstra
Fire-expert: Arjan van Drunen
Photography: Kaj van Geel
Grading: Rik Mahieu @ Baseline
Sound Design: Sjoerd Kats
Composition: Daan Jansen
PR: Jessica Hartley, Patricia Bruens