"We Give Up"

6 June 2023

60s

Holding back the years.

Forget your mouldy burger nonsense, here's a piece of advertising designed to appeal to the public rather than awards juries, and it's great. It also manages to poke fun at advertising itself, but in a relatable way rather than in an archly clever way. The commercial focuses on a young man representing Burger King's customers over the years. He is being bombarded by advertising messages urging him to try the chain's famous Whopper in a sequence which recreates each of the decades from the 1980s to the current date.

In an amusing admission that no amount of marketing will work on some people, he eschews the charms of the beef-based product in favour of their chicken variant, prompting a new jingle to replace the wall-to-wall Whopper material that precedes it.

Directing team The Sacred Egg encourage understated performances from the man at the centre of the commercial, and young woman serving him in Burger King. This is highly effective, and turns the reveal into a laugh out loud moment.

UK

Fast Food Restaurants