It’s well known that the temperatures can get quite extreme during the summer months across the Arabian Gulf countries. With a hot collection of sandwiches ready to be launched, Burger King wanted people to know that things could heat up even more.
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In the ad, by Wunderman Thompson Dubai, the sandwiches of the Hot Chili Lovers collection are so hot that can raise the temperature just enough to trigger fire alarm systems. The ad also taps on the huge food culture in the Arab world, and how they will not let anything keep them from enjoying delicious meals.
The film is made entirely without the help of CGI, so the water pumping from the pipes and flooding the floor was actually released inside a Burger King Restaurant in Dubai. The campaign is focused on the GCC market, mainly the UAE and KSA, trying to bring an unquestionable flavour to countries that are known for a diverse mix of cuisines and eating habits.
“Our biggest challenge was introducing a new chilli collection in a market like the Middle East, well known for eating spicy food from a very young age. Every competitor has its own hot meal offerings, and we needed to break through the clutter. Our angle was to look away from simply food. During summer, the temperature can get quite extreme, with averages above 40º C, and spikes over 50° C. The region goes under high fire alert because buildings and cars can spontaneously go ablaze. That inspired us to create an unexpected situation, where a flaming hot burger triggers the fire alarm, flooding the Burger King restaurant for real,” said Tiago Bastos, Creative Director, Wunderman Thompson MENA.
The campaign is already live, on different digital platforms, benefiting from the beginning of the (extremely) hot season as a hook.
Credits:
Client: Burger King Arabia
Campaign: Hot Chili Lovers
Marketing Manager: Fulya Savasturk Gonul
Agency: Wunderman Thompson MENA
Chief Creative Office: Chaffic Haddad
Executive Creative Director: Pablo Dachefsky “Daf”
Creative Director: Tiago Bastos
Associate Creative Director: Marcelo Zylberberg
Art Director: Tiago Bastos, Hina Asghar
Copywriter: Adham Abdullah
Motion Graphics: Salman Ravanan
Strategy Director: Mona Hassanie
Business Director: Irmak Aktas
Account Manager: Lara Medanat
Production House: BKP Group
Lead Managing Producer: Stella Violla
Editor: Zubaik
Audio Engineer and Sound Designer: Sebastian Vronski
