How to explain what is impossible to explain? How to advertise admitting that advertising codes might not work? That was our challenge when we decided to face the task of changing Burger King's positioning in our country. And as we knew it would be difficult, we brought in a Hollywood star to help us out.With Clive Owen here and after turning Madrid into a great Hollywood movie set and playing with all the advertising cliches that try to explain taste, we realized that the only way to do it was going to a Burger King and asking for one of its delicious burgers. Because of our conclusion and their positioning 'Taste is here' we found a much more honest way than any other attempt to transmit taste through the screen.