Some people are so hungry for a Whopper that they don’t just go through the drive-thru, they go through the entire restaurant. And that’s what led Burger King to create this campaign by Lola MullenLowe, promoting home delivery with images of real car crashes that occurred at their restaurants.
Last year, BK raised a few eyebrows with its Burning Stores print ad campaign, which featured real fires at the chain’s locations alongside a simple message: “Flame grilled since 1954.” While it was a counterintuitive way to approach advertising, the work was a hit, winning the 2017 Print Grand Prix at the Cannes Lions.
Now, for most people, crashing a car is a tragedy or, at the least, an insurance nightmare. However, Burger King’s use of actual car crashes in its ads has the internet both outraged and in praise.
The ads feature patrons who were not so lucky while ordering at BK drive-thru outlets. The cars, which appear crashed into the sides of buildings, come with the tagline, “Leave it to us!” And while no one was injured in any of the accidents used for the ads, their message is clear—not everyone is cut out for its drive-thru.
The burger chain said in a statement: “Store front car crashes are more common than one might think, with a recent uptick in incidents due to more distracted drivers. Smartphones are the most likely culprit, but what about Whopper sandwich cravings?”
Burger King has released five ads in the Crashes campaign from restaurants in Massachusetts, Alabama, Texas, Illinois and Turkey. The ads were run to promote free Burger King home delivery from November 1 to November 4 for customers using the DoorDash app or through DoorDash.com.
Daniel is an Art Director and Graphic Designer with over a decade of experience in advertising and marketing in the Greater Toronto Area.