Burger King recently released a series of print ads to encourage children to throw their birthday parties at their Fast Food restaurant. They used the ads to simultaneously throw shade at McDonald’s and also promote birthdays at their establishment. The campaign is called ‘Clown-Free’ and was created by Spanish creative agency LOLA MullenLowe. LOLA MullenLowe is the agency that’s responsible for Burger King’s very popular Scary Clown Night campaign. The campaign encouraged people to dress as clowns on Halloween to get free Whoppers. The Scary Clown Night campaign was globally critically acclaimed and widely beloved. Now they are back with a new clown campaign.
About Burger King’s New ‘Clown-Free’ Campaign
The clown-free campaign features a series of print ads and it features real photos of children who are terrified in the presence of clowns. Each clown-free posters reads ‘Birthdays should be happy’, then they encourage fans to book a clown-free birthday party at Burger King. According to the fast food restaurants head of global marketing Marcelo Pascoa, they understand how big of a deal birthdays are to kids. He spoke about how the brand believes that these birthdays should be fun and for it to be fun it should be clown-free. Considering how many kids and adults that are afraid of clowns, their assessment isn’t exactly wrong. Pascoa spoke about how the brand prefers to be on the good side of children’s memories. They don’t want to be a source of scary memories like the traumatized kids in the ads.
Coulrophobia: The Fear of Clowns is a Real Thing
For this campaign, Burger King used the insight that a lot of kids and adults are scared of clowns. In the campaign, they jokingly stated that 5 out of 5 people are terrified of clowns. Their stats are obviously not correct, it isn’t that drastic. But a huge population of the world are terrified of the clown. According to a 2016 survey by Vox, 42% of Americans report being afraid of clowns. This stats make clowns the No 2 scariest issue on their survey list. Fear of clowns tops the fear of terrorist, climate change and even the death of loved ones.