We’ve seen ad campaigns here and there through the years that intentionally put the client or its products in an unflattering flight—think, for example, of the great Harvey Nichols “Shoplifters” campaign by adam&eveDDB, which featured surveillance footage of the department store being robbed.

But never have we seen ads that show a company’s retail locations on fire.

That’s what Burger King has done in a pretty incredible series of print ads from agency David, which show real emergency-scene photos of actual BK restaurants fully ablaze.

The point? To remind people that BK always flame-grills its burgers—which usually has tasty consequences, but can sometimes have disastrous ones.

Check out three ads below. Click to enlarge.

The campaign was informed by a fun piece of research—that since 1954, more BK restaurants have burned down than any other fast-food chain. Amazing work by David to bring such an unpleasant data point so gloriously to life.

CREDITS

Client: Burger King

Agency: David Miami

CCO, Founder: Anselmo Ramos

Creative Director: Russell Dodson

Creative Director: Antony Kalathara

Associate Creative Director: Jason Wolske

Associate Creative Director: Danny Alvarez

Art Director: Curtis Caja

Copywriter: Ian Holmes

Design Director: Carlos Lange

Strategy Director: John Carlaw

Head of Global Production: Veronica Beach

Producer: Carlos Torres

Associate Producer: Marina Rodrigues

Managing Director, Head of Account: Paulo Fogaca

Senior Account Director: Carmen Rodriguez

Account Director: Lucila Mengide

Account Supervisor: Rafael Giorgino

Senior Business Affairs Manager: Barbara Karalis