In the early 1980s, Andy Warhol was captured on camera indulging in a burger at his desk. This seemingly mundane moment took place during the filming of Jorgen Leth's 1982 production, "66 Scenes from America," a cinematic montage showcasing snippets of everyday American life.
Fast forward to the present day, and this once-obscure footage gained newfound prominence when Burger King decided to feature it in a 45-second advertisement aired during the fourth quarter of Super Bowl LIII, reaching an unprecedented audience.
The ad showcases Warhol unwrapping a Burger King burger, adding ketchup to the wrapper (revealing him to be a dipper), and taking a bite, accompanied by the text "#EATLIKEANDY." This iconic scene, originally lasting over four minutes, has even been recreated by Iggy Pop for a music video.
Beyond the fortuitous inclusion of Burger King products in the original footage, the brand highlighted Warhol's fascination with consumerism, citing his belief that in America, both the wealthiest and the poorest consumers often purchase the same goods.
This advertising move wasn't just bold due to its departure from traditional Super Bowl ad tropes; it marked Burger King's return to the Super Bowl commercial arena after a 13-year hiatus. However, Marcelo Pascoa, Burger King's head of global marketing, believed the risk was justified.
According to Pascoa, the decision stemmed from the potential offered by licensing this historic footage. Burger King's collaboration with the Andy Warhol Foundation and Jorgen Leth's family emphasised respect for the original content, with minimal alterations to preserve its authenticity.
Leading up to the commercial release, Burger King engaged fans by offering a Mystery Box via DoorDash, containing nostalgic Burger King memorabilia and a coupon for a free Whopper. Pascoa emphasised that the "Eat Like Andy" campaign isn't a one-time effort but a sustained initiative to celebrate the iconic Whopper.
The Super Bowl wasn't the only arena where Warhol's influence was felt; Coca-Cola's ad during the game drew inspiration from Warhol's philosophy, further underscoring his enduring impact on popular culture and consumerism.
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