Welcome Ronald

Burger King Uruguay has unveiled a witty new campaign to introduce its latest ambassador, football star Ronald Araújo.
The film opens with a colorful man wearing a yellow outfit and red wig, sitting alone in a trailer. As he reads a newspaper headline announcing that “Ronald signs with Burger King,” he reacts in shock, leading viewers to assume the news is about the world's most famous fast-food clown.
But in a playful twist, the character is ultimately pushed out of frame by the real Ronald: FC Barcelona defender and Uruguay national team star Ronald Araújo.
Without ever mentioning its competitor, Burger King cleverly plays with the cultural association of the name “Ronald,” delivering a humorous nod to one of advertising’s most iconic rivalries while announcing a major partnership with one of Uruguay’s biggest football figures.
The campaign also reinforces Burger King’s connection to Uruguayan football, following the brand’s sponsorship of the national team, and has attracted international attention for its sharp creative execution and storytelling.