What if a simple first name was enough to reignite one of the most iconic rivalries in the advertising world? In Uruguay, Burger King has pulled off a playful yet sharp campaign to welcome its newest brand ambassador: football star Ronald Araújo. The twist? Leveraging the name “Ronald” to summon the unmistakable shadow of a familiar clown — without ever saying his name.
It all starts with a mysterious video. A man in yellow, with a red wig and a melancholic expression, sits alone in a caravan that feels more arthouse film than fast-food ad. As he sips his coffee and flips through the newspaper, he stumbles upon a headline: “It’s Official: Ronald Signs With Burger King.” His shock is immediate — he spills his cup. The scene is clearly crafted to remind viewers of Ronald McDonald, but the resemblance ends there.
In a humorous final twist, the faux clown heads to the supposed press event, only to be gently but firmly pushed off screen by none other than Ronald Araújo himself — the real Ronald of the campaign. A defender for FC Barcelona and a rising figure in Uruguayan football, Araújo steps in to become the new face of Burger King Uruguay, making a powerful first appearance.
True to form, Burger King never mentions its competitor by name. But the message is loud and clear: the clown, the aesthetic, the subtle cues — everything points to a long-standing rival. It’s a signature move from Burger King’s playbook: creative jabs, never direct hits. And once again, the brand nails the balance between cheeky humor and strategic messaging.
Beyond the playful execution, this is also a campaign with strong local roots. Since March 2025, Burger King has been an official sponsor of the Uruguayan national team. By partnering with Ronald Araújo, the brand strengthens its presence on home turf, linking itself to a beloved national figure. And thanks to Araújo’s international reputation, the campaign has already started resonating beyond borders.
Titled “Bienvenido Ronald”, the campaign is a masterclass in turning a name-based coincidence into marketing gold. By tapping into collective memory — and subverting it with a surprise reveal — Burger King delivers a layered, funny, and smart piece of storytelling.
It’s yet another reminder that when it comes to the burger wars, Burger King remains a master of cultural hijack. And this time, Ronald (Araújo) is the one calling the shots.
Meanwhile, across the Atlantic in France, Burger King hasn’t slowed down. In a recent viral stunt, the brand transformed the iconic “M” from a local McDonald’s in Firminy to tease its own upcoming arrival. Because when it comes to playful rivalry, Burger King always finds a way to serve it flame-grilled.
