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April 2010
Burger King:  Abs
Burger King Print Ad -  Abs


Print advertisement created by Interone, Germany for Burger King, within the category: Food.


Listen to your gut
Taste is king

Advertising Agency: Interone, Munich, Germany
Executive Creative Directors: Marco Mehrwald, Thomas Pakull
Creative Director: Shin Oh
Art Director: Christopher Grouls
Copywriters: Christopher Grouls, Benjamin Lüttgen
Post Production: Zehentner & Partner
Account Executives: Katharina Aschauer, Tony Bergmann
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Highest Rated

morse's picture

The visual is awesome but jack is right.

Activity Score 18159
Art Director |

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jackmancer2017's picture

Doesn't this reminds us all Burger King makes us fat?

Activity Score 6992
Copywriter at Editor/Student
morse's picture

The visual is awesome but jack is right.

Activity Score 18159
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Lawson Hembree's picture

The text says "Listen to your gut feeling" in German.

With that in mind the visual makes more sense, until you remember it's for a fast-food burger restaurant...

Lawson Hembree
Activity Score 444
AL6352's picture

Listen to your gut feeling
Taste is king

The visual is good, but I get the feeling that the food will make me feel very full (I do not know if this is good or bad, in the case of BK, it might be a good attribute)

Activity Score 66
jotabequ GREY / ArtDirector
ivan's picture

Thanks for the translation guys.

Creative Director at Ads of the World
atb2005's picture

This makes zero sense to me. I doubt BK approved this.

Activity Score 13547
Ron Burgundy's picture

burgers give you ripped flabs

Ron Burgundy
Activity Score 1626
Art Director at Southern California
ace85le's picture

I dont think this helps sell any burger. The treatment is nice though.

Activity Score 3935
Marketing Manager |


Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages

ambareesha's picture

agree with jackmancer.
like JustAnOpinion.

Activity Score 253
Graphic Designer |

- @mbi

draganenko's picture

this is complete nonsense, how can somebody like burger king claim this? connect with fitness?
no matter how hard the line tries ...

Activity Score 17
lessismore's picture

i like burger king, but my belly is quite different

Activity Score 251
Graphic Designer
Billoughsby's picture

Jack nailed it: who wants an eight-pack?

Activity Score 5154
Art Director |

That's it.

bhuvneshwar.chd's picture

good work.

Activity Score 989
Graphic Designer at artist, illustator, designer |

"If you are irritated by every rub, how will you be polished?"
— Rumi

Nike Diesel's picture

So forced it looks ultra fake and disgusting.

Nike Diesel
Activity Score 13708
Art Director
Glut's picture

so not burger ad! next

Activity Score 3935
Public Relations at Glut. Ideas Boutique.
campyfan's picture

Burger King's brand image has been one of irreverence verging on the outright stupid since the glory days of Subservient Chicken.

It's humorous to see 'hamburger abs' - the sheer nonsense of it.

They could have taken the visual in the other direction and used a fat, hairy stomach with burgers embossed on the flesh...but nobody likes a fat hairy tummy, especially one riddled with tumorous hamburgers.

And yes, the image looks fake. But, you know, it IS...

Activity Score 3
kleenex's picture

BARF!!!! They guy does not look real at all.

Activity Score 58777
Web Designer/Developer
yvancg's picture

would be much more relevant if the visual effect was from a burger seen from top rather than from the side!

Activity Score 222
Creative Director at Bangkok, Thailand |

Yvan C. Goudard | Brand Manager | Froggystyle
LinkedIn: | Web:

Wilford Brimley's picture

Clever visual. It's just too bad Burger King makes fast food and is not healthy in the least.

Wilford Brimley
Activity Score 32
Roger Keynes's picture

Pure visual pun.
This idea just doesn't click.
Even from an entertaining sense.

Roger Keynes
Activity Score 5496
Copywriter |

The Jobless Writer
Will Think for Salary

AdBuzzer's picture

It's ironic, silly and brave - all in one. But because it's Burger King - I believe it's absolutely inappropriate to advertise it thru images that imply you may be slim and healthy being a regular BK's visitor.

Activity Score 1172
Marketing Manager |

benicolaas's picture

(ad logic) I also have abs that show: they only do when I expect an attack to the stomach

Activity Score 2
imagineit's picture

If burgers gave me ribbed abs I would eat them everyday!

Activity Score 550
imagineit's picture

If burgers gave me ribbed abs I would eat them everyday!

Activity Score 550
MonicaFlores's picture

I thought they were selling hot dogs.

Activity Score 19
Graphic Designer
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