Christmas is often likened to the UK’s superbowl with regard to advertising. It’s an occasion where ads have become part of the country’s festive traditions. Where real people actually care about ads, and maybe even seek them out. For the last few years Burger King hasn't run any Christmads ads, and without the formidable media budgets enjoyed by rivals, they needed something to cut through the noise and grab the nation's attention during the busiest time of the year for advertising.

The image masterfully balances hyperreal elements, blending realism and cinematic magic that leaves viewers pondering the boundary between fantasy and reality. Exceptional attention to detail brings Santa's narrative to life, immersing viewers in the emotional essence of Christmas Eve. The scene is meticulously crafted with festive decorations and ambient lighting, transporting viewers into a cosy, enchanting atmosphere. Through subtle nods to a magical realm, the advert maintains a firm anchor in reality while embracing the spirit of the season. Cinematic lighting bathes the scene, accentuating Santa's expressive features and the sumptuous allure of the Whopper. Carefully curated colours evoke the Christmas mood while seamlessly integrating with Burger King's branding. Utilising a low lens aperture, Santa and his Whopper stand out against a backdrop of enchanting Christmas charm, reminiscent of beloved movie scenes. Ultimately, the advert resonates with warmth and nostalgia, with the Whopper taking centre stage in Santa's tender embrace.

This campaign was aimed at pushing buttons and getting parents talking. That’s why discovering a rather divisive thread dedicated to BK’s posters on the UK’s largest parenting forum felt like they had achieved exactly what was intended. Sorry parents.

Oh, and the campaign also reached almost 32 million people and made over 100 million impressions across high footfall shopping areas across the festive season. Sales also lifted 3% throughout the campaign.