The Confusing World of Kids Humorously Explored in Burger King ad for Plant Based Menu

Alex saw Eric’s mom with a “World’s Best Mom” mug. But his mom also has that mug.


Burger King


David Madrid

Things can be confusing in the mind of a child trying to understand the world. Things such as “Why is this building so big if it’s only two years old?” or “Is a cookie jar still a cookie jar if there are no cookies in it?”

While kids’ imaginations know few boundaries, neither does their confusion, which Burger King illustrates in its new campaign pitching the plant-based menu items

According to the campaign film, “A Little More Confusing”, created by David Madrid it can also be confusing to explain the brand’s plant-based fast food.


The film was directed by Oscar nominee Claudia Llosa.



Agency: David Madrid
Campaign: A Little More Confusing
Client: Burger King Global
Global CCO & Partner: Pancho Cassis
Global COO: Sylvia Panico
Executive Creative Director: Saulo Rocha, André Toledo
Creative Director: David Krueger, Pedro Sattin, Sébastien Rouvière
Head of Art: Camilo Jiménez
Art Director: Pedro Sattin
Copywriter: David Krueger, Sébastien Rouvière
Head of Production: Alejandro Falduti
Head of Account: María García Herranz
Group Account Director: Lucila Mengide
Account Executive: Lucía Urbieta
Head of Strategy: Daniela Bombonato
Strategy Director: Patricia Urgoiti
Global PR Director: Sandra Azedo

Client Approval
VP, Head of Marketing: Sabrina Ferretti
Global Brand Communication Director: Andrea Beer

Photo Studio: Sicarios
Photographer: Nixon
Executive Producer: Joao Luz
Line Producer: Rafa Pinto
Client Services: Babi Kosloff, Ju Bahia and Yuri Fuly
Assistants: Kao e Renan Moraes
Tech Crew: Tinho Sousa, Heygo Freire, Dennis Peres
Casting: Mei Yi Ho
Operations: Lindin Lima
Retouch: Ricardo Moreira

Music Company and Publisher: Pickle Music
Executive Music Director: Alexis Estiz
Composer: Alexis Estiz
Sound Design & Mix: Pickle Music
Executive Producer: Olivia López
Performer: Emma Zavaleta

Film Production: Blur
Director: Claudia Llosa
Executive Producer: Mario Forniés y Alfonso Cazalilla
Producer: Elena Sáenz
1st AD: Andrés González
Production Manager: Yago López Abril
Production Assistant: Gustavo Pérez
Production Coordinator: Paula Ceregido
Location Manager: Alejandro Camacho
DOP: Octavio Arias
Camera Assistant: Maria José Burgos
Art Director: Dear F*cking Love
Stylist: Marga Vázquez
Hair and Makeup: Blanca Laporta
Home Economist: Óscar Sanz Cabrera
Casting Director: Mercè Ramos
Editor: Vicente Álvarez
Colourist: Edu Aranda
Post-production: McNulty

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