Burger King marked its 70th anniversary by celebrating enduring romance with a campaign spotlighting older couples.
Titled "70 years later the fire's still burning," the campaign challenges societal norms surrounding desire among seniors, echoing the brand's tradition of flame-grilling since 1954.
Initially launched in Brazil, the campaign is now set for a global rollout.
Check out the original campaign. P.S: Make sure, make sure you use subtitles.
Crafted by Buenos Aires-based creative agencies Room 23 and Trans Company, the campaign features print and digital ad shots by fashion photographer Guy Aroch.
Scenes depict elderly couples in affectionate embraces, emphasizing their enduring love and passion. In a new advertisement titled "Chama Acesa" (Lit Fire), the campaign offers an intimate look into the love story of a devoted Burger King fan couple.
Amidst enjoying their burgers, the couple jests about the secret to their lasting relationship, attributing it to the "fire" - a playful nod to Burger King's flame-grilled Whoppers. The commercial concludes with a special offer of two Whoppers for $25, underscoring the brand's signature cooking method while narrating the story through the lens of long-term couples.
Sebastian Wilhelm, the creative director, explains the campaign's aim to resonate with consumers by going beyond typical anniversary ads and creating meaningful content. Maxi Anselmo, co-creative director, emphasizes the campaign's focus on highlighting vitality and desire among older individuals, challenging age-related stereotypes.
Departing from its rivalry-centric approach, Burger King's latest campaign maintains its bold style, playful humour, and societal commentary, reinforcing its brand identity while breaking barriers and inviting viewers to embrace the idea that desire transcends age.
