The amount of work coming out of Burger King around the world these days is outright staggering, and given the massive success of the chain's Moldy Whopper campaign in this year's (few remaining) awards shows, there's likely to be even more on the way.
So when I saw Burger King France had released an airline safety video, my initial response was somewhere between an eyeroll and a sigh.
But I have to admit, BK and agency Buzzman are onto something.
As restaurants—and all storefronts—go through the early phases of reopening, they're going to find themselves tasked with communicating far more than just their menus and promotions. They're going to have clearly explain and reinforce their safety protocols, all while maintaining a smiling face.
Who else has to do that every day, regardless of global pandemic? Airlines.
And airlines have learned over the years it's not enough to just bullet out a safety briefing like it's a PowerPoint presentation from the procurement department. They have to stay lively, engaging and on brand—while basically telling you how not to die.
That's no small feat. So maybe Burger King has latched onto something far sooner than other brands. Or, if airlines are in a company's aesthetic, perhaps they could think like trains? It's been a few years since anyone gleefully reminded us of dumb ways to die.
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
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