As regular readers know, we adore a Burger King campaign here at B&T.
Typically, they’re irreverent, self-parodying or, more than likely, taking cheeky potshots at its arch-rivals – primarily McDonald’s.
Which makes its latest campaign out of the US all the more attention-grabbing.
The burger giant has collaborated with Mental Health America to deliver a poignant, topical and moving spot highlighting the struggles many younger people have with things like depression, anxiety and bullying.
Called “FeelYourWay”, the spot’s the work of creative agency MullenLowe and shows a number of young people in a host of difficult situations and turns their struggles into “Real Meals” (undoubtedly another dig at McDonald’s Happy Meals).
The “Real Meals” range includes “Blue”, “Yaaas”, “Pissed”, “Salty” and “DGAF” (Don’t give a f@ck) and are even available at Burger King restaurants Austin, Seattle, Miami, Los Angeles and New York City.
The ad features an original song by composer Tim Kvasnosky and you can check it out below:
Commenting on the ad, Burger King said in a statement: “With the pervasive nature of social media, there is so much pressure to appear happy and perfect. With Real Meals, the Burger King brand celebrates being yourself and feeling however you want to feel.”