Ricardo Casal Creative Director

ABOUT

“The Whopper lives in a bun mansion—just like you.” Unless you’re Sir Mix-a-Lot, that’s probably not literally true. But hey, when your ad’s copywriter is an artificial intelligence, you have to give it some credit for trying to connect with us weirdo organ-sack humans. Burger King’s newest TV ad campaign claims each spot was “created by artificial intelligence,” an explanation that precedes some truly bizarre voice-overs, such as, “Bed of lettuce for you to sleep on, bed of mayonnaise for extra sleep,” and, “Burger King logo’s chicken is the new potato.” In a statement announcing the campaign—which will air during prime time on cable networks including MTV, History, TBS, Adult Swim and E!—the brand refers to as the creation of “a new deep learning algorithm that could give a glimpse into what the future of marketing and communications could look like.” Is that true? No. It’s all one big joke at AI’s expense. But the laughs are real: “AI, bots, machine learning, deep learning algorithms, blockchain, among others—these are all topical as we explore our future in marketing,” says Marcelo Pascoa, Burger King’s global head of brand marketing. But we need to avoid getting lost in the sea of technology innovation and buzzwords and forget what really matters. And that’s the idea. Artificial intelligence is not a substitute for a great creative idea coming from a real person.

MADEIT CREDITS

  • Aaron CornacchioMix Assistant
  • Adrianna LauricellaDirector
  • Alexander AllenCopywriter
  • Alison WhisenantAccount Supervisor
  • Amber TisueMixer
  • Andrew CorralesAssistant Editor
  • Andy TamayoArt Director
  • Arielle MulgrewContent Writer
  • Barbara KaralisSenior Business Affairs Manager
  • Brooke Scher MoganSenior Vice President
  • Carmen RodriguezHead of Account Management
  • Caroline BaileyAccount Executive
  • Cristina Cornejo AyalaProject Coordinator
  • Diego SuarezMarketing Communications Lead for North America
  • Dustin JohnsonExecutive Creative Director
  • Fernando MachadoGlobal Chief Marketing Officer
  • Flavia GuetterDigital for North America
  • Grant AskinSupervisor
  • Jean ZamprognoAssociate Creative Director
  • Jeff GrippeEditor
  • Jimmy GeorgeSocial Media Strategist
  • Joan McDermottActivation
  • Jon CarlawDirector of Strategy
  • Kacie GomezProducer
  • Kate VadnaisSenior Mix Producer
  • Kelly AllenProducer
  • Kerry McKibbinVP, Account Director
  • Luisa CandidoCreative Resource Coordinator
  • Madeline McDermottMedia for North America
  • Marcelo PascoaHead of Global Brand Marketing
  • Matias CandiaSenior Brand Planner
  • Mike CassellStrategy Director
  • Nellie SanteeCopywriter
  • Nicole AlevizosAdvertising and Merchandising for North America
  • Renato RossiHead of Marketing for North America
  • Rogelio MagañaSr. Brand Manager of Global Marketing
  • Stefane RosaAccount Director
  • Stephanie DeFloraAssoc Brand Group Director
  • Traci RosenActivation
  • Traci RosenActivation
  • Veronica BeachHead of Global Production
  • Yvette Cobarrubias-SearsExecutive Producer/Managing Partner
  • * Paulo FogacaManaging Director / Global Chief Operating Offic
  • * Juan Javier Peña PlazaExecutive Creative Director
  • * Ricardo CasalExecutive Creative Director
  • * Cannes Lions Winners 2019
  • * Fernando PellizzaroAssociate Creative Director

Bk Bot Crown Whopper Yes Doctor No

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