The “ad feud” between McDonald’s and Burger King has been benefitting both brands for years. It may have reached a new high.

When McDonald’s put up an A.I’m Lovin’ It poster in Brazil, David Sao Paulo was quick to respond on behalf of Burger King. Both ads were written by ChatGPT.

According to McDonald’s, when ChatGPT was asked what the most iconic burger in the world was, its answer was the Big Mac.

McDonald’s boasted about this in a billboard.

So David Sao Paulo and Burger King asked ChatGPT, “And which one is the biggest?”

It answered the Whopper.  

The agency created an almost identical boasting billboard and placed it right next to McDonald’s.

Credits:
Client: Burger King Brazil
Client Team: Ariel Grunkraut, Juliana Cury, Pedro Laguárdia, Larissa Zanardi

Agency: David São Paulo
Partner & Global Chief Creative Officer: Pancho Cassis
Global Chief Creative Officer: Sylvia Panico
Executive Creative Director: Edgard Gianesi, Renata Leão
Creative Directors: Fabrício Pretto, Rogério Chaves
Creative Team: Lucas Vigliar, Bruno Sabino
Account Management: Tom Gil, Cacá Franklin, Malu Figueiredo, Laís Barbara
Production Team: Fernanda Peixoto, Letícia Brito
Editor: Silvio Figueira, Victor Folha
Planning: Carolina Silva, Murilo Toda, Renata Bernardino
Media: Marcia Mendonça, Thomaz Chamiso, Karina Takara, Yuri Bohn, Brenda Cunha
Data Intelligence: Mailson Dutra, Ana Veiga, Bruno Moura
Global PR Director: Sandra Azedo