Burger King: Abs

Listen to your gut
Taste is king

Advertising Agency: Interone, Munich, Germany
Executive Creative Directors: Marco Mehrwald, Thomas Pakull
Creative Director: Shin Oh
Art Director: Christopher Grouls
Copywriters: Christopher Grouls, Benjamin Lüttgen
Post Production: Zehentner & Partner
Account Executives: Katharina Aschauer, Tony Bergmann
Published: April 2010

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25 comments

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

Doesn't this reminds us all Burger King makes us fat?

morse's picture
morse
16005 pencils

The visual is awesome but jack is right.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Lawson Hembree's picture
Lawson Hembree
456 pencils

The text says "Listen to your gut feeling" in German.

With that in mind the visual makes more sense, until you remember it's for a fast-food burger restaurant...

AL6352's picture
AL6352
66 pencils

Listen to your gut feeling
Taste is king

The visual is good, but I get the feeling that the food will make me feel very full (I do not know if this is good or bad, in the case of BK, it might be a good attribute)

ivan's picture
ivan

Thanks for the translation guys.

Ivan Raszl, admin of AotW

atb2005's picture
atb2005
13567 pencils

This makes zero sense to me. I doubt BK approved this.

Ron Burgundy's picture
Ron Burgundy
1636 pencils

burgers give you ripped flabs

ace85le's picture
ace85le
3939 pencils

I dont think this helps sell any burger. The treatment is nice though.

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www.scorchidentity.com

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ambareesha's picture
ambareesha
255 pencils

agree with jackmancer.
like JustAnOpinion.

- @mbi

draganenko's picture
draganenko
17 pencils

this is complete nonsense, how can somebody like burger king claim this? connect with fitness?
no matter how hard the line tries ...

lessismore's picture
lessismore
251 pencils

i like burger king, but my belly is quite different

Billoughsby's picture
Billoughsby
5091 pencils

Jack nailed it: who wants an eight-pack?

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

bhuvneshwar.chd's picture
bhuvneshwar.chd
991 pencils

good work.

"If you are irritated by every rub, how will you be polished?"
— Rumi

Nike Diesel's picture
Nike Diesel
13389 pencils

So forced it looks ultra fake and disgusting.

Glut's picture
Glut
3947 pencils

so not burger ad! next

campyfan's picture
campyfan
3 pencils

Burger King's brand image has been one of irreverence verging on the outright stupid since the glory days of Subservient Chicken.

It's humorous to see 'hamburger abs' - the sheer nonsense of it.

They could have taken the visual in the other direction and used a fat, hairy stomach with burgers embossed on the flesh...but nobody likes a fat hairy tummy, especially one riddled with tumorous hamburgers.

And yes, the image looks fake. But, you know, it IS...

kleenex's picture
kleenex
29454 pencils

BARF!!!! They guy does not look real at all.

yvancg's picture
yvancg
222 pencils

would be much more relevant if the visual effect was from a burger seen from top rather than from the side!

Yvan C. Goudard | Brand Manager | Froggystyle
LinkedIn: http://www.linkedin.com/in/yvancgoudard | Web: http://www.froggystyle.biz

Wilford Brimley's picture
Wilford Brimley
32 pencils

Clever visual. It's just too bad Burger King makes fast food and is not healthy in the least.

Roger Keynes's picture
Roger Keynes
5498 pencils

Pure visual pun.
This idea just doesn't click.
Even from an entertaining sense.

Will Think for Salary

AdBuzzer's picture
AdBuzzer
1168 pencils

It's ironic, silly and brave - all in one. But because it's Burger King - I believe it's absolutely inappropriate to advertise it thru images that imply you may be slim and healthy being a regular BK's visitor.

benicolaas's picture
benicolaas
2 pencils

(ad logic) I also have abs that show: they only do when I expect an attack to the stomach

imagineit's picture
imagineit
552 pencils

If burgers gave me ribbed abs I would eat them everyday!

imagineit's picture
imagineit
552 pencils

If burgers gave me ribbed abs I would eat them everyday!

MonicaFlores's picture
MonicaFlores
19 pencils

I thought they were selling hot dogs.

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