Burger King: Ingredients fight in new campaign

(It’s the Naturals vs. The Artificials in new BK work)

Ohmigod, this is a helluva spot. Clearly inspired by everything Tarantino, this new Burger King campaign, directed by LANDIA’s Robert Llauró and Agustín Alberdi, visualizes a surreal take on the brand’s preservative-free Whoppers.

Entitled “The Naturals vs. The Artificials,” we see the Naturals beating the crap out of The Artificials inside a Burger King.

The narrative, which is accompanied by a humorous ballad, follows a gang of anthropomorphic natural ingredients (veggies, a burger bun, and a flaming burger patty) literally beating up a frightened crew of artificial additives (Sodium Benzoate, Monosodium Glutamate, Polysorbate 80, EDT Acid, and Calcium Propionate).

The tagline sums it up best: “Sorry for not eliminating them sooner.” Watch below:

RELATED: Gold Bond: Cut+Run’s Grover does not drop the “ball”

During the beatdown, compositions include dunking in a grease trap, shattering a window, and shooting a flamethrower (all in slow-motion). The costumes were designed and brought to life by Alfonso Likan.

“When we first read the script, we were very excited about the idea. Our main focus was to find the tone to make it cinematic, epic, and with just the right amount of humor,” Llauró explains. “Another fun part of the process was designing the characters. Not only thinking them up, but also testing the materials. It was great teamwork with the agency and client and we are very proud of the result.”

The spot is certainly fun, violent and rewatchable, making it our Reel Ad of the Week.


CLIENT: Burger King

  • Global Chief Brand Officer: Paloma Azulay
  • Global Head of Burger King: Iwo Zakowski
  • Communications Latin America: Bárbara Régis
  • Head of Marketing Latin America: Alexandre Antonello
  • Marketing Director Mexico: Guillermo Hermosillo
  • Communications Manager Mexico: Miguel Ángel Amézquita
  • Communications Analyst Mexico: Deyra Ciprés Cobos

AGENCY: We Believers

  • Chief Creative Officer: Gustavo Lauria
  • Executive Creative Director: Patricio Elfi, Joaquin Espagnol
  • Head of Art: Diego Grandi
  • Head of Production:  Marcia Jaes
  • Head of Planning: Marco Vega
  • Head of Client Services: Jose Quijano
  • Director of Operations: Natalia Gamarra
  • Brand Director: Nallely Recinas
  • Project Manager: Caterina Malpica
  • Creative Coordinator: Rocio Fernandez Sasso


  • Directors: Robert Llauro / Agustín Alberdi
  • Executive Producer: Thomas Amoedo
  • Producer: Claudia Del Bosque
  • DP: Joseph Pardo
  • 2nd Unit DP: César Echeverría
  • AD: Jerry Garay
  • Art director: Rocio Gonzalez
  • Wardrobe: Marina Slobodianik
  • Stunt Coordinator: Bucio


  • Character Design Organic: Roy García
  • Character Design Artificial: La Posta / Julio Azamor


Editor: Diego Panich


Post-Production Coordinator: Samantha Castro


  • Composer: Alexis Estiz
  • Sound Design & Mix: Pickle Music
  • Executive Producer: Alexis Estiz
This image has an empty alt attribute; its file name is Costello_Colin-e1577461259599.jpg

Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1