Burger King & Netflix Collaborate on 'Dutum Burger' | Clapboard Ad Archive

Dutum Burger

Description

In 2024, the innovative campaign Dutum Burger marked a dynamic collaboration between Burger King and Netflix in South Korea, masterminded by ad agency INNORED. This film campaign, centered on the food industry, creatively leveraged Netflix's signature onomatopoeic sound "Tudum," transforming it into "Dutum," a Korean word meaning "thick," perfectly capturing the essence of the new substantial and succulent burger. The campaign masterfully integrates the burger’s generous size with the iconic Tudum sound, highlighting the product’s appeal by using Netflix’s unique "Subtitle" feature to vividly communicate the flavor profile and distinct ingredients of the Dutum Burger, which combines 100% whole chicken thigh patty and flame-grilled 100% pure beef patty between a black bun. This creative fusion not only elevates the brand visibility and favorability of both Burger King and Netflix but also provides a fresh, engaging way to showcase their joint product offering. The campaign resonated strongly with consumers, evidenced by the impressive sale of 143,025 Dutum Burgers within just one week of launch. By merging popular elements of Burger King’s bestsellers with Netflix’s cultural iconography, the campaign successfully positions the Dutum Burger as a must-try item available exclusively at Burger King, while Netflix remains the sole platform for related content, solidifying the unique partnership’s impact within a competitive market. This strategic and vibrant campaign exemplifies how cross-industry collaboration can creatively connect products and experiences to captivate and excite a diverse audience.

Credits

Client

Burger King, Netflix

Agency

INNORED

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Campaign Proposition

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Creative Device

FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. This campaign distinctly fits the "Parody or Borrowed Format" because it cleverly appropriates Netflix’s iconic “Tudum” sound—a signature pop culture identifier—transforming it into “Dutum” to signify thickness in Korean and directly tie it to the burger’s USP. The ad’s concept explicitly borrows the recognizable Netflix subtitle styling, incorporates Netflix’s audiovisual cues, and merges them with Burger King’s product messaging, engaging audiences familiar with both brands’ pop culture presence. This borrowed entertainment-device execution is the core creative approach, not simply demonstrating the product or telling a narrative story. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

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