VICIO may have signed Ferran Torres as celebrity endorser. But the real star is still the burger. Brands spend millions signing celebrities to front their campaigns, only for their famous faces to overshadow the products they’re supposed to promote. Spanish burger chain, VICIO, is the third largest fast food burger chain in Spain and it doesn’t want to be overshadowed – even by the 2026 World Cup winning goal scorer.
So in its latest campaign, Fuego Camina Conmigo, the burger brand has signed Ferran Torres but it has hidden his face with a burger.
The idea is simple: if the product is the real star, why should anyone else steal the spotlight? Rather than relying on Torres’ fame to sell burgers, VICIO uses his presence to make a statement about its product obsession. Even one of football’s biggest names comes second to a good burger.
“Covering Ferran Torres’ face with a burger is probably the stupidest idea we’ve ever had at Fuego. Which is exactly why we had to do it,” stated Uri Fernández, executive creative director at Fuego Camina Conmigo.
The campaign challenges the traditional logic of celebrity endorsements, where brands pay for famous faces that often end up overshadowing the products themselves.
“The campaign is a classic example of making something difficult look easy. Very few brands can put a burger in front of a national icon’s face, and VICIO is one of them. It was the idea that best answered the brief and captured VICIO’s tone, while also poking fun at campaigns where the talent overshadows the product,” explained Dani Manero, chief brand officer at VICIO.
Credits:
Client: VICIO
CEO & Co-Founder: Oriol de Pablo
Chief Brand Officer: Dani Manero
Head of Marketing: Marina Bovaira
Creative Agency: Fuego Camina Conmigo
CEO & Co-Founder: Bruno Basanta
CSO & Co-Founder: Luis Conde
Strategy Director: Natalia Carranza
Strategic Planner: Neo Galceran
Executive Creative Director: Uri Fernandez Tur
Creative Directors: Carles Gómez, Pita Gan
Creative Supervisors: Virginia Nicolau, Libe Amunarriz
Copywriters: Sam Valiente, Rocio Barrio, Ale Serna
Art Directors: Amaya Crichton-Smith, Beatrice Fiumi
Head of Content: Guillermo Gamboa
Creative Content: Núria Miras, Laura Lorenzo
Client Services Director: Helena Grau
Account Director: Candela Camacho
Account Executive: Lucía Elvira
Head of Production: Rubens Pérez
Creative Producer: Xus Aparicio
Studio Manager: Cristian Jerónimo
Graphic & Motion Designers: Glòria Salvador, Adrián López
Post-Production Producer: Xus Aparicio
Production Company: VVRRDD
Director: Guillermo Aliaga
Executive Producer: Max de Rosselló
Producer: Lluís Bogunyà
Production Coordinator: Andrea Garcia
Production Assistant (Paris): Louison Surget
Production Assistant (Barcelona): Silvia Rodriguez
Studio Manager: Maxime du Rossignol
Director of Photography: Biel Capellas
Photographer: Celina Martins
Photo Assistant: Florent Redolfi
Sound: Tristan Soreau
Editor: Arnald Viladomat
Colour Grading: Metropolitana
Sound Design: Idea Sonora
Photo Retouching: Kenneth Anderson
Comms & PR: Quique Comms DPT
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