Burger King launches its very first spicy chicken burger. Problem: there are already fast-food players well established in the chicken protein sector, and BK has never built its image on this expertise.

In order to gain legitimacy, Burger King must convince chicken and spicy food lovers that its new Chicken Spicy is the best spicy burger around.

But how? By making an impression with a powerful idea.

The film takes place in a Burger King restaurant where a consumer is eating the new Spicy Chicken burger. But at his 1st bite in the burger, the customer's expression changes. As does the film, which then switches to thermal camera with epic music. It's clear that this burger is extremely spicy. But it's also very good, so the customer can't help but go back and bite into it again.Then everything switches back again and the spiciness intensifies. Heat spreads throughout the customer's body, drops of sweat drip down, and he's forced to stand up and douse himself with his cool drink to lower the temperature.This is the moment when the film switches back to normal camera and our customer's girlfriend arrives astonished, wondering what had just happened.

The film ends with a product packshot and a challenge to viewers:will they be brave enough for the new Spicy Chicken?

It’s still too early to have any results at this stage.