New ads lead people to imaginary Burger Kings

burger king campaign
(Image credit: Buzzman)

When you fancy a Burger King, you want it there and then. You don't want to be wandering around for too long looking for a restaurant. But that is exactly what you might be doing if you don't pay attention to Burger King's new French billboard campaign.

The campaign – produced by Buzzman Paris – aims to promote Burger King's new Deliveroo service. Signs appear to direct potential customers to the nearest Burger King restaurant. But on closer inspection, punters will find they are not getting directions at all. We don't think this one is gonna make it into our list of the best billboard advertising.

The signs are marked with 180m, 200m, 400m and 450m distances and a graphic pointing the viewer to an imaginary location. There is even one indoor sign that informs the onlooker that they need to go to level minus three to eat. But, there is no restaurant on level minus three (or even level three). How miffed would you be if you want all the way there to find no restaurant? 

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Steven Jenkins is a freelance content creator who has worked in the creative industry for over 20 years. The web and design are in his blood. He started out as a web designer before becoming the editor of Web Designer magazine and later net magazine. Loud guitars, AFC Bournemouth, Photoshop, CSS, and trying to save the world take up the rest of this time.