Thursday, April 14, 2016

Burger King's king finally speaks, by signing, for American Sign Language day

From Adweek:

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.