McDonald's let's not call it lent

Every year, same charade. Major fast food joints start advertising their fish-based meals - this is an implicit way of offering people fasting from red and white meat an option to actually dine at their places during lent. Interestingly, the word lent is never used (save for very few exceptions through the years). To give credit where credit is dew, the first such campaign to use the word was the - now defunkt - Classic Burger Joint in an ad dating back to 2012.

This being said, McDonald's is having major ads for its Swiss & Mushroom (and Burger King has a different ad as well for its Big King and Chicken Big King meal.

Burger King and its stacker

This has been the summer of deals, almost everywhere, and from the whole F&B sector. So let Burger King join the fray with its "stacker" - which basically means more meat per burger. Double the meat apparently. Well, as I said, everyone is releasing their own thing prior to back to school hitting back very soon now. Also interesting Burger King is playing a bit catch up, now that its competitor launched several campaigns back to back. Not being too much into fast food, am sure those who are get to pay more attention than me.

Coronation of Charles III - but let's make it branded

Now that the coronation came and went with all its glitz and glam and orb and specter, now that the UK and other territories have a new king, it's only fitting to see the best campaigns that emerged from the event. Sure, everyone tried to capitalize on it, but only few raised above the fray.

I think Burger King, but omitting their "burger" from their logo got a major hit  and truth be told I was surprised they did not take off the "king" - because you know, like highlanders, there can only be one, and it would have indicated more deference. But still, this one works and does so beautifully.

The other campaign? The Times and The Sunday Times who did a great "the waiting is over" by capitalizing on images of the man who waited so very, very long for her majesty ("mummy!") to - well.... 

On all accounts the two campaigns merit a lot of respect for what they did and how they did it....

Burger King goes gimmicky.

Look someone once told me that puns were the lowest echelon of fun. I guess my tastes are low brow. Because I tend to enjoy them. Which brings us to the new ad (a teaser really) from Burger King. "Min wasel toumorrow?" - OK "min wasel" means "who's coming" and "toumorrow" is "tomorrow" combined with "toum" (which means garlic in Arabic).

I really think it was funny. OK I am assuming something with garlic is being brought up to the Burger King menu - but that's beside the point. A funny ad is a funny ad.

The PHNX 2022 Grand Prix winners announced

The PHNX Awards announced four Grand Prix winners at its online ceremony at 6pm CET on June 16.

 

GRAND PRIX FILM

 

“Open Spaces” for Burberry by Riff Raff Films (UK)

 

GRAND PRIX PRINT

 

“Better With Pepsi” for Pepsi by alma DDB (US)

 

GRAND PRIX DIGITAL

 

“Did you mean Whopper?” for Burger King by Publicidad Commercial MullenLowe (Guatemala)

 

GRAND PRIX DESIGN

 

“Tough Turban” for Pfaff Harley-Davidson by Zulu Alpha Kilo (Canada)

 

There was no Grand Prix awarded in the Strategy & Technique category. The jury felt that the selection was too diverse to choose an overall winner and that each candidate stood on its own merits.

 There were 108 winners in the competition, including 25 Golds.

 The third edition of the PHNX Awards attracted 1050 entries and participation by more than 900 jurors voting online. The jury is one of the world’s most diverse, comprising not only creatives but also strategists, clients, industry leaders, consultants and journalists – in short, jurors from every corner of the industry.

Elections 2022: Burger King has it its own way

Burger King. Yes, the fast food joint is in the elections business as well.

Creatively one cannot accuse them of not trying. The idea is simple, on May 15, Lebanese people have thousands of options for MPs... but only one destination for flame grilled burgers. Visually, the ad also takes the short route as the blurred photos of the said candidates gather to become the whopper itself.

Burger King could be a way to spend the money they just paid you for your ballot.... Consider it indeed.

The ad can be seen here.

Burger King: The combo offer that is an inflation indicator

OK, it has been ages since I have been to any Burger King branch. Just to be clear, it is not their fault, it is me with my super minimal outing - though thrice vaccinated am still trying to limit where I go.

So, Burger King has an offer - a combo meal for 50,000 LBP.

Here's what their facebook page says about "The Prince Meal":

"Let’s tell you more about it, it’s exactly like its father the Big King XXL.

Flame Grilled, 100% Beef Patty, crispy lettuce, fresh onion, pickles, cheese slice and the famous Bing King sauce!

Available in chicken option as well."

Naturally, the interesting part is that now 50,000 is the new price for a combo. Now this is noteworthy because right before October 2019 when all hell broke lose and inflation starting increasing (before exploding completely) a combo (close to this one I presume!) was offered at 10,500 LBP (see here). So this means that between September 2019 and February 2022, the price of a combo has gone fivefold.

I think this in itself is a clear indicator where we are now in Lebanon.

At Epica Awards, no bias means no bias.

So here it is, this year's Epica Awards campaign (here is a small refresher of the 2019 campaign).

Before we go on here is a story I heard straight from a creative director who was part of a jury at a different festival: "We gave (agency X) that category, because we really wanted them to give us the innovation category - the client really wanted the award".  There, I suppose this sums it up. Because, as you may know, jury in award shows are full of people working inside the industry - with a lot of dog in the fight. Bartering is not really off the table. Other ticks as well.

I have been a jury at the Epica since 2016. And trust me, if you are not obsessed with advertising, better not try it. Sure, do I agree with all the awards we gave off since? No. But this is an intrinsic part of the game. Because Epica is the distilled taste of tens upon tens of people who are part of the journalistic effort surrounding the communication industry (you might want to see who they are here). Which makes this year's Epica campaign quite on point: There really is no bias there.

Well, last year the Burger King campaign swept the board completely on all main categories. In an inside conversation with Nicolas Huve Kousmichoff (Operations Director at Epica), who was telling me "but it is a great campaign!" - "Well, my main fear was that the Lacoste ad would end up winning." Long story short? Would I have picked the Burger King moldy campaign across categories? Probably not. But thankfully the Lacoste ad was not picked up for the big award. So it was a win-win, or rather a win-lose. But everyone felt happy with it.

Here's another story. A company I know had an interesting ad, knowing that I was part of the Epica Jury their CEO mails me: "I heard you were part of it. Make sure I get the award otherwise I am not wasting any money applying my ad ." I literally replied "Buddy, this is the Epica Awards, go fish elsewhere."

The other day, I saw a beautiful ad from Romance for Intermarche, if they apply with it to the Epica - they already got my vote. Ah well, if only ALL other jury members concur with me. But hey, "no bias" means "no bias"!

Burger King Belgium and that smart McDonald's dig

So Burger King Belgium is reopening its stores. Good for them after jumping, like the rest of us, from one lockdown to another and from one difficult situation to another. So they're launching this cute campaign where they show forgotten things in their locales and invite people to get them back (a cell phone, a birthday balloon, a backpack).... thrown in the melee is a McDonald's employee cap. Had the McDonald's cap been a stand alone, it would have been too "badly seen" but being part of a bigger campaign not only reinforces its wit and charm but also dilutes the acrimony. To be honest though, very well played from Burger King.

All this reminds us of the uber funny The Onion which published (back in 1997!) a satirical article about how Cola industry veterans are getting their own memorial following the lovely Coca-Cola/Pepsi war.

Burger King takes a page from Faulkner... and Chivas Regal's book

Burger King just came up with a brilliant ad.... But, haven't I seen this before?

Well of course I have! Chivas Regal!

Or as Faulkner said "Immature artists copy, good artists steal". I said it again, if you want to rif on an ad either do a tribute, or do sarcasm - or sadly, go the stupid way some "creative" people (I can name you a dozen here in Lebanon!), nick it as is and pretend it was you.

For a good example of another tribute, please look below:

Burger King goes back to the future with "new" logo

Burger King just went back to the future with its logo, which is actually a small change on the logo it used between 1994 and 1999 (which the brand update on the one it was famous for between 1969-1994). Actually, there is an element of why-bother-come-up-with-something-new-when-we-have-this-jewel-in-store. With everything going retro these days, it is no wonder Burger King went back to a safe territory - "woke" millennials will be happy, older customers will see something they recognize too, and design aficionados will relish the new (is it new?) identity. I always wondered why Burger King went astray with its logo it used between 1999 and 2020. But hey, with that small enhancement on the older element (yes, it is the name inside two buns!) all I can say is "groovy, baby!"...

List of the Epica Awards Grand Prix winners...

 

• Network of the Year: Wunderman Thompson

• Agency of the Year: INGO Stockholm/ David Miami/ Publicis

Well... This sounds like a broken record (sorry for the pun!!)....

And excellent result for INGO Stockholm/David Miami/Publicis (look below and you will understand why!!!). Burger King and its "Moldy Whopper" simply swiped the board!

GRAND PRIX



• RESPONSIBILITY: “Through Your Eyes”, INCUCAI x Sony Music, Wunderman Thompson Buenos Aires

+ Special Mention for “The Last Present”, Canary Islands govt., Mientrastanto, Spain

• PR: “The Moldy Whopper”, Burger King, INGO Stockholm/David Miami/Publicis

• DESIGN: “Heinz Ketchup Puzzle”, Rethink, Canada

• DIGITAL: “Swipe Night”, Tinder, 72andSunny Los Angeles

• PRINT: “The Moldy Whopper”, Burger King, INGO Stockholm/David Miami/Publicis

• FILM: “The Moldy Whopper”, Burger King, INGO Stockholm/David Miami/Publicis

Burger King - Valentine's Day

Couple goals? Nope - this year Burger King is catering to the single! Bring a picture of your ex, they will grill it, and you get a free whopper on top! Bah, pity I made a bonfire of my ex's photos already! I mean revenge is a dish best served grilled!