US – The latest campaign from fast food chain Burger King captures the collective sense of confusion and unease at returning to pre-pandemic lifestyles.
The humorous ad, Confusing Times, centres its narrative on several familiar scenarios as lockdown periods begin to ease in some countries. Opening with the line, ‘Joe wonders if this is working from home, or living at work’, the advert spotlights various pandemic tropes such as taking on new hobbies or muting video calls – as well as the changes people are experiencing as their Covid-19 comfort bubbles are burst.
Burger King carries through the message of widespread confusion before ending with an introduction to its new vegan burger. ‘These are confusing times,’ says the narrator. ‘Which is just about the right time to have the Burger King Impossible Whopper. A Whopper made without beef that tastes just like... a Whopper.’
This playful yet relatable approach to introducing a new product is likely to resonate with consumers who are navigating their re-entry to society, work and socialising in the inter-Covid period.