Burger King Uruguay has introduced footballer Ronald Araújo as its latest ambassador through a campaign that plays on one of the most recognisable names in fast-food advertising.
The film opens with a red-haired man in a yellow outfit sitting inside a trailer and reading a newspaper. When he spots a headline announcing that “Ronald signs with Burger King,” he looks visibly surprised.
The setup is simple. Viewers are expected to assume the headline refers to a very different Ronald.
A few moments later, the misunderstanding is cleared up when Uruguay national team and FC Barcelona defender Ronald Araújo enters the frame. The footballer, not the clown, is the newest addition to Burger King’s lineup.
The campaign never names another brand, but it doesn’t really have to. The joke rests entirely on the audience recognising the cultural significance attached to the name Ronald.
Araújo’s appointment also builds on Burger King’s long-running association with football in Uruguay. By bringing one of the country’s biggest sporting figures into the fold, the brand ties the announcement to a personality already familiar to local fans.
It’s a straightforward idea, but one that turns a routine ambassador reveal into something people are more likely to watch through to the end.
CREDITS:
- Advertiser: Burger King Uruguay
- Agency: Innvented
- CEO: Fernando Maldonado
- CCO: Gustavo Etchandy
- Creative Director: Maximiliano Arbes
- Art Director: Ana Clara Díaz
- Art Director: Federico Onorato
- Project Manager: Antonella Pucciano
- Producer: Florencia Maldonado
- Production Company: CHOLO Films
- Director: Marco Caltieri
- Director of photography: Gabriel Ortega del Río
- Executive Producer: Anibal Prato
- Audio production company: Absolut Studio
