On April 1st, 2019, Burger King introduced a meatless burger to the menu: the Impossible Whopper. They duped several BK customers and filmed their reactions to eating a fake Whopper.
April Fools, right? Wrong.
Burger King really is beta testing the plant-based Impossible Whopper at several locations around St. Louis.
Why It’s Hot
It’s hot because BK picked a day when they knew everyone would be on the lookout for April Fool’s stunts. They knew they were going to get attention on April 1st and took advantage of it to introduce a new product.
Via AdAge – “The brand’s statement claims that BK “decided to use high-end computing resources and big data to train an artificial neural network with advanced pattern recognition capabilities by analyzing thousands of fast-food commercials and competitive reports from industry research.” Burger King goes so far as to say that more than 300 commercials were created and tested in focus groups and says the ads will be the first ones created by an A.I. to air on national TV.”
But in reality, Burger King says it’s actually work done by real creatives, mocking the excitement around technology like AI.
According to BK, “we need to avoid getting lost in the sea of technology innovation and buzzwords and forget what really matters. And that’s the idea,” Marcelo Pascoa, Burger King’s global head of brand marketing, tells Ad Age in an emailed statement complete with the word “idea” in all caps. “Artificial intelligence is not a substitute for a great creative idea coming from a real person.”
Why it’s hot:
Is Burger King right here?
The spots they have created feel they could have been generated by even some primitive artificial intelligence. Japan’s “AI Creative Director” was more than a year ago, and its work was actually not far off from what you’d expect from a real creative. There seems to be a point missing here that AI is not meant to replace people, but to help people. Attempting to make a joke about the enthusiasm around technology, it seems Burger King might have actually shown us a glimpse at advertising’s future.
Many people might not understand or care about the consequences of the repeal of net neutrality. To help people understand this issue, Burger King created Whopper Neutrality, an real-life experiment with actual guests in the store, making them experience the consequence in terms of a whopper.
Why it’s hot: Influential brands taking a stance to increase awareness to a social issue – treat all data on the internet as equal as we’d like to be treated equally as whopper buyers.