From the days when he would pop up, unannounced, in your bed in the morning, Burger King's King character has never actually spoken a single word, preferring to let his creepily silent visage speak for him. But now, to celebrate National American Sign Language Day this Friday, the King is speaking up—by signing.
And he's asking BK fans to come up with an official sign for the Whopper sandwich.
Check out the announcement of the project in the video below, from David in Miami and Bullitt director Josh Greenbaum. It's creatively noteworthy in part because the entire 2:27 video is completely silent, which lends it a certain poignance that it wouldn't have otherwise.
"The Burger King brand is built not only on including everyone, but celebrating everyone," Fernando Machado, the fast-food chain's svp of global brand management, said in a statement. "National ASL Day felt like a perfect opportunity for the King to extend our brand mantra and engage with the ASL community on such a great day."
BK has also created an ASL version of its logo, and is making a scholarship donation benefiting students who are dedicating their studies to ASL language and interpretations.
It also has the King interpreting a recent TV spot in ASL, as you can see below.
CREDITS
Client: Burger King
SVP Global Brand Management: Fernando Machado
Chief Marketing Officer, North America: Eric Hirschhorn
Senior Director, Media and Communications: Adam Gagliardo
Director Field Marketing: Elizabeth Greenberg
Project: Whopper Sign
Agency: David, Miami
Client: Burger King
Chief Creative Officer/Founder: Anselmo Ramos
CD: Russell Dodson / Tony Kalathara
Head of Art: Carlos "Panza" Lange
Art Director: Ricardo Casal
Copywriter: Juan Peña
Head of Global Production: Veronica Beach
Associate Producer: Marina Rodrigues
Jr Producer: Calvin Beach
Business Manager: Ann Marie Turbitt
Creative Manager: Katia Ramos
Managing Director: Paulo Fogaça
Group Account Director: Carmen Rodriguez
Production Company: Bullitt
Director: Josh Greenbaum
Executive Producer: Todd Makurath
Executive Producer: Luke Ricci
Producer: Jon Dawes
Head of Production: Elícia Laport
Bidding Producer: Victoria Curtis
Director of Photography: Matthew Woolf
Coordination: Michael Cheng
Production Supervisor: Cindy Miller
Asst Production Supervisor: Megan Peason
Art Director: Chris Ashley
Stylist: Bebe Ferro
Gaffer: Ted Ayd
Key Grip: Rhett Blomquist
Editorial: Cosmo Street Editorial
Executive Producer: Yvette Cobarrubias-Sears
Editor: Stephen Berger
Post Producer: Marie Mangahas
Assistant Editor: Zack Winick
Assistant Editor: Rich Gonzalez
Agency: Code And Theory
Senior Art Director: Kate Bergquist
Senior Art Director: Jeremy Stein
Senior Copywriter: Mike Latshaw
Copywriter: Conor Champley
Visual Designer: Daniel Nosonowitz
Visual Designer: Chris Szeto
Jr Visual Designer: Riley Walker
Senior Community Manager: Carlos Matias
Junior Community Manager: Hallie Martin
Digital Analyst: Jon Leavitt
PR: Alison Brod Public Relations
Media Agency: Horizon Media