In a groundbreaking move, Burger King is challenging societal norms and taboos surrounding desire among older individuals with a remarkable campaign for its 70th birthday. The campaign, initially launched in Brazil and set to expand globally, features seniors unabashedly expressing their passion and desire through intimate moments.
The campaign’s theme, “70 years later the fire’s still burning,” not only pays homage to Burger King’s legacy of flame-grilling since 1954 but also celebrates the enduring vitality and passion of individuals in their 70s.
Developed by Buenos Aires-based agencies Room 23 and Trans Company, with creative direction from Sebastian Wilhelm and Maxi Anselmo, the campaign aims to defy expectations and challenge traditional advertising narratives.
“This campaign goes beyond the typical self-congratulatory tone of anniversary campaigns. We wanted to create something meaningful and relevant for consumers,” explained Wilhelm. “The idea of highlighting Burger King’s flame-grilled burgers, combined with the brand’s cheeky tone and the unconventional portrayal of desire among older individuals, resonated with us.”
Shot and directed by renowned fashion photographer Guy Aroch from Artworld New York, the campaign captures authentic moments of passion and connection, challenging stereotypes and celebrating the beauty of love at any age. Watch below:
REELated:
“In an industry where older individuals are often sidelined or overlooked, we wanted to shine a spotlight on their vitality and desire,” added Anselmo. “By showcasing seniors engaging in intimate moments, we’re breaking barriers and inviting viewers to embrace the idea that desire knows no age limit.”
Burger King’s bold and progressive approach to advertising serves as a powerful reminder that love and desire are timeless and that the flame of passion can burn brightly at any age.
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