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2018 One Show - Interactive

Google Home of The Whopper

Agency DAVID / Miami

Client Burger King
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Annual ID

OS_IN18011G

About the Work

Burger King’s signature sandwich, The Whopper, is full of fresh ingredients and taste qualifiers – so many that they can’t possibly fit inside a pre-established :15 second US media buy on television. So to extend a :15 TVC for The Whopper, we turned to the voice-activated virtual assistant Google Home, and intentionally activated it to finish our message by reading The Whopper’s Wikipedia entry. What followed became the first ever commercial that used a voice-activated virtual assistant to extend the length & impact of a TVC. Some called it genius, others called it invasive. But the consensus was clear: with a :15 second TVC, Burger King had started a debate around the vulnerability and intrusiveness of voice-activated assistants, and their role in advertising’s never-ending quest to enter the living room, while successfully putting The Whopper’s fresh ingredients and taste qualifiers on the tips of billions of tongues.