Creativity

Burger King's Really Bad Service Gives Customers a Lesson in Net Neutrality

Restaurant Takes a Stand on Topical Issue

By Jessica Wohl. Published on Jan 23, 2018

Editor's Pick

Net Neutrality was repealed in December. It made plenty of headlines, but plenty of people don't know what it means. An unlikely advocate, Burger King, sets out to explain the impact of the FCC's vote in a new online video.

Under net neutrality, Internet service providers weren't allowed to slow down, speed up or limit access to certain online content. In the Burger video, which comes from David, people at first don't understand the repeal. Then, it's explained in the BK way: with Whoppers.

Patrons are told to pay more--a lot more--to get Whoppers at faster speeds. The chain clearly has some fun with its hoax. A sign shows MBPS stands for "making burgers per second" (not megabits per second). A hyperfast MBPS, or getting a Whopper quickly, costs a whopping $25.99 under this scenario. The slowest service--and who wants slow service from a fast-food joint?--costs $4.99.

Of course, hangry customers lashed out.

"You got the slow access Whopper pass," a worker behind the counter tells one person waiting for his food. "This is a bad dream right now. I just want a bleeping burger brother, a burger," the patron says. He's not the only one who responds to the rules with some foul language.

Ultimately, the customers get the explanation.

"The Whopper actually taught me about net neutrality," another customer who'd been impatiently waiting for a slow burger says. "It's stupid but true."

Toward the end of the nearly three-minute-video, the URL change.org/savethenet appears on the screen, a link to a petition about the issue.

The stunt was created out of BK's agency David Miami and directed by Kris Belman via Here Be Dragons.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

Credits

Date
Jan 23, 2018
Agency:
David Miami
Client:
Burger King
Director:
Kris Belman
Production Company:
Here Be Dragons
Executive Producer:
Kamila
Founder:
Anselmo Ramos
Chief Creative Officer:
Anselmo Ramos
Managing Director, Head of Account Services:
Paulo Fogaça
Creative Director:
Tony Kalathara
Associate Creative Director:
Ricardo Casal
Associate Creative Director:
Juan Javier Peña Plaza
Art Director:
Jean Zamparogno
Copywriter:
Fernando Pellizzaro
Head of Global Production:
Veronica Beach
Producer:
Carlos Torres
Senior Business Affairs Manager:
Barbara Karalis
Director of Strategy:
Jon Carlaw
Senior Planner:
Matias Candia
Senior Account Director:
Carmen Rodriguez
Account Supervisor:
Diandra Garcia
Account Supervisor:
Jenny Gobel
Production Company:
Here Be Dragons
Director:
Kris Belman
Executive Producer:
David Richards
Head of Production:
Mamta Trivedi
Producer:
Peter Slowey
Editing:
Cosmo Street Editorial
Executive Producer:
Yvette-Cobarrubias-Sears
Editor:
Hugo Jordan
Post Producer:
Idalia Deshon
Final Audio:
Beacon Street Studios
Executive Producer:
Adrea Lavezzoli
Mix & Sound Design Producer:
Kate Vadnais
Mixer:
Amber Tisue
Online:
Cosmo Street Editorial
Flame Artist:
Shinya Sato
Color:
The Mill
Executive Producer:
Thatcher Peterson
Producer:
Diane Valera
Colorist:
Matt Osborne
Graphics Animation:
Lava Studios
Executive Producer:
Jennifer Eirea
Creative Director:
David Woodward
Designer/Animator:
Carlos Velasquez

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.