My Most Immortal Ad: Anthony Chelvanathan on Burger King's Moldy Whopper
In the run up to this year’s Immortal Awards deadline, our jurors have been taking it in turns to select the ads and campaigns that have stood the test of time in their minds, revealing the reasons why they’ve stayed with them through the years as their Most Immortal Ads.
Anthony Chelvanathan, chief creative officer of Edelman Canada, heads back just a handful of years for a bold, collaborative approach to food that was so wrong it's right.
The entry system for The Immortal Awards’ 2024 competition is now open. As always, entry is free for Little Black Book members and more information on how you can enter - and start your path to creative immortality - can be found at the bottom of the article.
Burger King - Moldy Whopper
It's hard to narrow down my favourite work of all time as there have been so many amazing campaigns throughout the years, but a recent work that struck me like a lightning bolt was the 'Moldy Whopper' campaign by Burger King.
When I first saw it, I was struck by its audacity and brilliance. The campaign did everything conventional wisdom says you shouldn’t do, yet it worked perfectly. Watching the hero product deteriorate before my eyes was jarring but incredibly effective, a stark contrast to the polished "food porn" we usually see.
I would go so far to say it's a work of art. This bold approach resonated with me deeply, and I think it successfully challenges the perceptions of this entire industry. It pushes the boundaries of what advertising can be. The widespread discussion it sparked, even among those outside the industry, validated the campaign’s success.
'Moldy Whopper' reminded me why I love being a creative—it’s about pushing boundaries, provoking thought, and creating memorable, impactful work.
The Immortal Awards entry system is now open and entries into competition will be accepted until September 5th 2024. All entries must be made for a commissioning client, and must have first aired, broadcast, displayed, launched or published between September 1st 2023 and August 31st 2024.
Every member of LBB is entitled to up to five entries. The full list of rules, including eligibility dates, can be found here.
If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today.
If you have any questions about The Immortal Awards or need any help with your entries, please contact awards directors Paul Monan (paulm@lbbonline.com) and Emma Wilkie (emma@lbbonline.com)
Thanks to our wonderful Immortal Awards partners
