Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek. 

Burger chains aren't really selling mere burgers.

They're offering an experience that melds smell, taste, and speed, all in one highly affordable package.

The problem, of course, is that there seem only a limited number of ways to entice customers.

You can show pictures. You can entertain. You can have famous spokespeople.

Who could ever forget Paris Hilton's stellar work for Carl's Jr?

I suspect, however, you've never seen a burger ad quite like the one just emitted by Burger King's Brazilian arm.

It stars Eduardo. 

He's a happy sort. He uses just the sort of colorful language so many others do.

He's also blind.

The ad has many layers.

It allows for a completely different sensory depiction of the burgers.

It makes a statement about Burger King's attitude toward inclusiveness.

But it also adds audio descriptions of the action as a primary feature of the ad--with subtitles for those with hearing difficulties.

In the U.S., this is usually handled on a secondary broadcast.

At heart, though, this ad is moving because of Eduardo himself.

It isn't just that he uses his own personal descriptions of the product. (Who'd ever have thought to describe Burger King as offering a "cheddar explosion"?)

Eduardo's winning charm comes across when he speaks in unfettered words. For example, when he says: 

Two f****** sandwiches for just R$15.

In our current world of fakery and madness, marketers like to speak about authenticity.

Often, they speak about it as if it's something to be conjured up, rather than revealed as genuine.

Here, Burger King has managed to show Eduardo in what seems an unsanitized way.

I can imagine it has quite an impact.

Published on: Aug 3, 2019
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.