Burger King Radio Ads

copywriting

For a copywriting class, we had to copywrite two 30 second radio spots which responded to the D&AD Burger King brief. The idea was to position Burger King as "real" and not genetically modified food, while sticking to the brand tone.

“David Attenburger”

Director: [Recording boop] Alright, Sir David, Take 54. This time, can you try to sound a little bit more British? Whenever you're ready, from the top.

[Scene opens with the sounds of nature, a flame igniting on the grill. Burgers sizzling.

There is quiet orchestral music playing in the background.]

Knockoff David Attenborough: [Clears throat] Here we see the youthful Whopper,

stacked proudly in its natural habitat, free from any harsh disturbances. Its young

cheesy tots play on, blissfully unaware of the dangers that surround them. As ruler of

the Burger Kingdom, the Whopper knows to rest cautiously, with one bun open, as if in

an instant, everything can --

Director: [Closing a slate] CUT! [record scratch, the orchestral music stops] Who is this

guy? This isn’t who we hired. I want the real David Attenborough, people! Not some

David Attenburger! Faking it till you make it doesn't work for this. Just get him out of here!

SUPER (Voiced by the Real David Attenborough): [the calm orchestral music eases

in again] When it comes to uncompromised quality – don’t settle for fake. Choose the

real deal. Your way, way better. Burger King.

David Attenburger

“Liam Cheese-son”

Director: [Recording boop] Alright, Mr. Neeson, Take 54. This time, try to sound a little more intense. Whenever you're ready, from the top.

[Ominous cinematic music]

Knockoff Liam Neeson: [Clears throat] I don’t know who you are. I don’t know what

you want. If you are looking for ransom, I can tell you I don’t have money. But what I do

have, are a very particular set of ingredients. Ingredients I have acquired over a very

long career. Ingredients that make me a --

Director: [Closing a slate] CUT! [Record scratch, the orchestral music stops] Who is

this guy? This isn’t who we hired. I want the real Liam Neeson, people! Not some Liam

Cheese-son! Faking it till you make it doesn't work for this. Just get him out of here!

SUPER (Voiced by the Real Liam Neeson): [Upbeat dramatic cinematic music] When

it comes to uncompromised quality – don’t settle for fake. Choose the real deal. Your

way, way better. Burger King.

Liam Cheese-son