Burger King Is Celebrating 'Bald Thru's' in a New Campaign

Burger King, widely known for its out-of-the-box marketing antics, is back yet again with a crazy campaign that celebrates aging in ways no one would expect.

Made together with agency David São Paulo, the "Bald Thru" is its latest initiative that gives balding BK fans something to rejoice about. 

In a new 45-second spot, the burger joint walks viewers through the different types of bald heads:

• There's the "Magic 8 Bald," wherein a circular bald spot lies on a person's scalp
• The "Baldilocks," wherein locks of long hair are only present in the back
• The "Northern Hairysphere," wherein the forehead is clear of any hair

However, there's one type of "bald" that's truly special for the fast-food giant.

As the name of the campaign suggests, this is the "Bald Thru," wherein a top view of a man's head would resemble a Burger King drive-thru — complete with an entrance, an ordering station, and an exit. 

"Now, it's time for this beauty to be celebrated," the narrator shares.

Every customer that shows their "Bald Thru" upon driving through BK will receive a free Whopper, free of charge.

It's a promo "for those who can't get the Whopper out of their heads."

500,000 Whoppers for 500,000 'Bald Thru's'

In only five days, the campaign has brought in a whopping half a million customers to Burger King drive-thrus throughout Brazil — regardless if their "bald thru's" were natural or not. 

Rogério Chaves, executive creative director at David São Paulo, attributed the brand's initiative to the millions of bald Brazilians in the country, which is much higher than the number of Burger King outlets with drive-thrus.

 

 

 

 

 

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"So, we realized that among the types of baldness, a very popular one looks like our drive-thru: with an entrance, passage through the back and exit. Then, it was easy to connect the dots and create this perfect ambassador to make our drive-thru always remembered," Chaves further shared.

"Now, whenever someone sees a Bald Thru, they directly remember BK."

Deemed a success, the Bald Thru became one of the most talked-about campaigns on social media, according to Chaves. 

ECD Fabrício Pretto adds that this is because the initiative upholds a lighthearted tone similar to other successful campaigns in the country, letting everyone know that "BK embraces everyone with open arms."

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