Burger King: Light

Check our new chicken salads.

Art Director: Lucas Zaiden
Photographer: Shutterstock

September 2008


Rafael Lago's picture
Rafael Lago
34 pencils

Can't get it. Thinner head?

jazarah's picture
1262 pencils

I got your point, you will become thin eating salad, but will head become smaller as well?

unaquestionediali's picture
484 pencils

if this is a comment the only thin thing is your brain.

pepaaa's picture
69 pencils

thinner waist..

vvhisky's picture
116 pencils

good, little old for me, bad art direction...

Ed Mintone's picture
Ed Mintone
585 pencils

i likey

pepaaa's picture
69 pencils

one thing i can´t understand...does salad make your shoulders thinner too?

snolet's picture
104 pencils

not workin... Salad makes you look like a fence post? "Come at Burger King! You'll become a straw!" The salad's magic...

mark3r's picture
1949 pencils

Effective Ad.

sapensenn's picture
31 pencils

done by fanta light.

can't find the link. :(

anyway. DONE.

kalpesh78's picture
2578 pencils

and by coke lite.

ideas....30 minutes nahi toh free.

NatalieM's picture
1685 pencils

Has this unknowingly made a social statement that women should be thin as rails?

That probably wasn't intended, but geez, if a woman put that crown on her head and it fell to her feet, I'd rush her to a hospital.

Or maybe I'm interpreting this all wrong or too personally. What do you guys think?

LeSet's picture
100 pencils

yeah i don't think it's supposed to be taken so literaly, but I get your point with the whole "women should get thinner" thing that is flooding advertising today.
The thing that bothers me with this ad is that I have the impression of having seen this sort of thing so many times.
But it gets the message across, and i guess it works as an ad pretty well in that sens.

gmint7's picture
2683 pencils

come on~
its jus a metaphor
funny i like it

: )


Seals's picture

You're right gmint7;

Some people take everything so seriously.

I like it to.

Andal's picture
863 pencils


C'mon, pepsi light, coke light, etc, etc.

It's so easy to critic.

RM's picture
419 pencils

This is a great ad full stop. So many of you douche bags including Natalie are taking it way too literally, can't you just appreciate a good idea when you see it? Remember those of us who work in the industry will always over analyze stuff - you gotta remove yourself from it and see it for what it really is.

Digg it...

krautland's picture
3216 pencils

you're wrong. it's weak on strategy (dieting will reduce waist size, not head) and should have been killed by a competent creative director. the line isn't exactly articulate either.

RM's picture
419 pencils

Funny that... I really thought it would reduce the size of her head! Probably not the size of yours though! Strategy is spot on... you don't know what you're talking about.

Good morning, good afternoon, good evening and goodnight

krautland's picture
3216 pencils

wow, little ad hominem just for good measure?
grow up.

Luis Maram's picture
Luis Maram
252 pencils

Come on! It's just advertising.
And this is for a funny restaurant. Target OK, communication OK. The ad works.

kareena's picture
39 pencils

been done many times already for weight loss centers, skim milk etc.

floydeepurple's picture
349 pencils

For salads that shrink your head to the size of raisins. Now available at Burger King.

If they took something that is worn on waist then it is still understandable. But crown, of all the things.

sneakyhands's picture
1857 pencils

guys this is spec work. they're not selling salad they're trying to get a job. it takes courage to post it here, so first off props on that. now the bad:

salad too bright.
feet/legs need work.
i don't believe that the hat fell from her head. it looks like she's dropping her thong, in which case i will check out her chicken salad.
the treatment on the copy is nice. however, i'm not sure about the copy itself, then again you're an AD so a CD will probably cut you some slack.

hope that helps. good luck.

SeanMartin's picture

I dont care that it's spec work. Or maybe I should care even more that it's spec work, because if this is the level one would get on spec, imagine what it would be like were these folks given a *real* job to do.

Face it: the concept is half-thought out and makes her look more like she's being hobbled than thin enough for the crown to have slipped past her now-tiny body. Burger King and bondage -- now there's a selling point.

whitespace's picture
1953 pencils

I didn't know BK did panties.

LimitedTimeOffer's picture
200 pencils

That was my first read too. Sorry BK, this says 'panties around the ankles' which takes me somewhere else...

stitchy's picture
779 pencils

nice one WHITESPACE :)
but as i know that the sauce they use makes the ASS go BOOOOM!!!
didnt u c SUPER SIZE ME!!!!

scopy8722's picture
6 pencils

Can't get it. Thinner head or no breast? I thought chicken worked...

mark3r's picture
1949 pencils

Dammit! Stop taking the AD so seriously! Its just a joke! who cares about the f**king head! It works and that's that. Yes it could've been done better... sometimes in advertising you exaggerate stuff, in this case the bitch is a broom on legs. People will get it...

BostonBob's picture
45 pencils

I agree, Mark, but my objection is that the concept has BEEN DONE over and over before. Not just once 40 years ago, but multiple times by many advertisers.

If nobody cares about that, then why not just pick up a CA and steal whatever you want?

Sure as shit would make my life a lot easier.


mark3r's picture
1949 pencils

Yeah that's true hehe

corporal_hicks's picture
365 pencils

Good job, made me smile.

m í t i c o's picture
m í t i c o
676 pencils

Done often before

yalaurie's picture
121 pencils

do they still make burger king crowns? is it something you have to ask for? They used to be stacked up by the door when I was little. Haven't seen them lately.

jarhead's picture
2 pencils

maybe she was wearing the crown as a belt....

yalaurie's picture
121 pencils

or maybe she is into bondage. i can only imagine what it tying her hands together.

homutmiranda's picture
37 pencils

eating salad= getting thin, the idea is old, y not healthier?

savepoetry's picture
13 pencils

Old School Style!
I love it!

erness's picture
69 pencils

i get the point but is kind of confusing...

Guest's picture

this is a full rip off from ..Coke light... even using the name light... lame

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