Burger King just took home the Grand Prix in Direct at Cannes Lions Festival this year for its “Google Home for the Whopper” ad. The fast-food chain triumphed over McCann’s Fearless Girl statue located in New York City.
The 15-second ad debuted in April this year, showing a Burger King employee cramped for time to tell viewers about the “fresh ingredients” in the Whopper sandwich. The employee then says, “Ok Google, what is the Whopper burger?” which prompted any Google Home device to “wake up” and read the fast-food chain’s Wikipedia page aloud. After the stunt, Burger King was prompted to apologize.
According to the jury, the ad was so unique that other agencies and brands won’t be able to copy it, Adweek reported.
“We were looking for something that set the tone for the future,” Ted Lim, jury president and chief creative officer of Dentsu Brand Agencies, APAC, said. “We wanted something that is not easily replicated. We’re not looking for something that can be manufactured again and again and again.”