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Burger King in Brazil Breaks New Ground With Spot Featuring Blind Customer [Video]

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Diversity and Inclusion

The goal of many food commercials is to trigger physical sensations like taste and smell by using the association of sight and sound. Making people feel moved by the faux-burgers they see on the screen so they swing through a drive-through next time they are out is a tried-and-true technique.

Burger King’s latest Brazilian ad finds a unique way to showcase those senses while also promoting inclusion for people with disabilities. Ad agency David SP in São Paulo cast Eduardo, a blind man, to describe the sandwiches through touch.

His descriptions bring the burgers to life as he calls the double cheddar a “cheddar explosion” and describes the buns as “soft sesame bread.” Additionally, the 30-second spot allows Eduardo’s personality to shine, including a couple of lines that may turn some heads.

Arguably the most important part of this ad is the beginning. The audio description at the beginning sets …

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