Burger King's The King Finally Breaks His Silence -- With Sign Language

Royal Mascot Asks Fans to Create Official ASL Sign for the Whopper

By Ann-Christine Diaz. Published on Apr 13, 2016

Editor's Pick

Burger King's The King, known for his big plastic face that has never emitted as much as peep, finally breaks his silence in the fast feeder's latest ads. But here's the catch: he does it in sign language.

To honor the 199th anniversary of National American Sign Language Day on April 15, the King shows off his ASL fluency in a pair of films created out of David Miami.

One running online features no sound while showing the King reaching out to BK's deaf fans at a restaurant whose signage, logo and all, has been translated to ASL. He "speaks" to customers through sign language and asks for their advice on what the official sign for the Whopper should be. The video encourages fans can submit their own ideas for the Whopper's ASL gesture to @BurgerKing with the tag #WhopperSign

Another spot is a more typical ad promoting Burger King's grilled hot dogs, but the King appears in the corner signing all the spot's dialogue.

"The Burger King brand is built not only on including everyone, but celebrating everyone," said Fernando Machado, Burger King's senior vice president of global brand management in a statement. "National ASL Day felt like a perfect opportunity for the King to extend our brand mantra and engage with the ASL community on such a great day."

As part of the effort, the Burger King McLamore Foundation will create a scholarship for students who have dedicated their studies to ASL.

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Apr 13, 2016
David Miami
Burger King
SVP Global Brand Management:
Fernando Machado
Chief Marketing Officer North America:
Eric Hirschhorn
Senior Director, Media and Communications:
Adam Gagliardo
Field Marketing Director:
Elizabeth Greenberg
Founder and Chief Creative Officer, VP:
Anselmo Ramos
Creative Director:
Russell Dodson
Creative Director:
Tony Kalathara
Head of Art:
Carlos "Panza" Lange
Art Director:
Ricardo Casal
Juan Pena
Head of Global Production:
Veronica Beach
Associate Producer:
Marina Rodrigues
Junior Producer:
Calvin Beach
Business Manager:
Ann Marie Turbitt
Creative Manager:
Katia Ramos
Managing Director:
Paulo Fogaca
Group Account Director:
Carmen Rodriguez
Production Company:
Josh Greenbaum
Executive Producer:
Todd Makurath
Executive Producer:
Luke Ricci
Jon Dawes
Head of Production:
Elicia Laport
Bidding Producer:
Victoria Curtis
Director of Photography:
Matthew Woolf
Michael Cheng
Production Supervisor:
Cindy MIller
Assistant Production Supervisor:
Megan Peason
Art Director:
Chris Ashley
Bebe Ferro
Ted Avd
Key Grip:
Rhett Blomquist
Cosmo Street Editorial
Executive Producer:
Yvette Cobarrubias-Sears
Stephen Berger
Post Producer:
Marie Mangahas
Assistant Editor:
Zack Winick
Assistant Editor:
Rich Gonzalez
Code and Theory
Senior Art Director:
Kate Bergquist
Senior Art Director:
Jeremy Stein
Senior Copywriter:
Mike Latshaw
Conor Champley
Visual Designer:
Daniel Nosonowitz
Visual Designer:
Chris Szeto
Junior Visual Designer:
Riley Walker
Senior Community Manager:
Carlos Matias
Junior Community Manager:
Hallie Martin
Digital Analyst:
Jon Leavitt
Public Relations:
Alison Brod Public Relations
Media Agency:
Horizon Media
Executive Group Director:
Michelle Cobas

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