On the heels of its brilliant anti-bullying spot last year, Burger King has found another cause it can get behind, and promote with a clever in-store stunt—net neutrality.

Net neutrality is a complicated topic to explain, which is where Burger King came in with a meaty metaphor. It set up a social experiment at a BK location—with a hidden-camera setup not unlike that of the anti-bullying spot—and taught Whopper buyers a memorable lesson. In the video below, see how real customers reacted to being charged more for the same quick-serve Whopper—or, for the regular price, having to wait longer for a Whopper as BK employees intentionally, and seemingly pointlessly, slow down their service.

In December, you’ll recall, the FCC repealed net neutrality rules that regulated businesses that provide internet access to consumers—opening the door for broadband providers to potentially charge more for better internet speed or higher-quality service.

David Miami, the agency behind so many clever BK campaigns in recent years, made the new spot. It’s very different than the “Bullying Jr.” PSA, but in some ways works similarly.

In place of the more emotional and poignant ending of that earlier spot, here we get a more plainly hostile vibe from the patrons—which fits the issue at hand better. If you were served a mashed-up burger, you’d be mostly confused; if you’re openly denied good service, you’d probably get annoyed pretty quickly.

There’s plenty of cursing in between the baffled looks; a few patrons even make a move to snatch their Whopper away from the BK employees. There’s a dose of “Whopper Freakout” in here, and you get the sense that the stunt could easily have turned violent—thankfully, it didn’t.

The pricing board that they showed customers is great, too—with MBPS, referring to megabits per second in webspeak, changed to mean “making burgers per second.”

While not quite as inspired as “Bullying Jr.,” the “Whopper Neutrality” stunt is amusing to watch and certainly puts the issue in the plainest, most relatable terms. And once again, it’s right on brand for the “Have it your way” marketer.

“We believe the internet should be like Burger King restaurants, a place that doesn’t prioritize and welcomes everyone,” says Fernando Machado, Burger King’s global chief marketing officer. “That is why we created this experiment, to call attention to the potential effects of net neutrality.”

CREDITS

Client: Burger King

Agency: David

Spot: Whopper Neutrality

CCO & Founder: Anselmo Ramos

Managing Director, Head of Account Services: Paulo Fogaça

Creative Director: Tony Kalathara

ACD: Ricardo Casal

ACD: Juan Javier Peña Plaza

Senior Art Director: Jean Zamprogno

Senior Copywriter: Fernando Pellizzaro

Head of Global Production: Veronica Beach

Producer: Carlos Torres Sr.

Business Affairs Manager: Barbara Karalis

Director of Strategy: Jon Carlaw

Senior Planner: Matias Candia

Senior Account Director: Carmen Rodriguez

Account Supervisor: Diandra Garcia

Account Supervisor: Jenny Gobel

Production Company: Here Be Dragons

Director: Kris Belman

Executive Producer: David Richards

Head of Production: Mamta Trivedi

Producer: Peter Slowey

Editing: Cosmo Street

Editorial Executive Producer: Yvette Cobarrubias-­Sears

Editor: Hugo Jordan

Post Producer: Idalia Deshon

Final Audio: Beacon Street Studios

Executive Producer: Adrea Lavezzoli

Mix and Sound Design

Producer: Kate Vadnais

Mixer: Amber Tisue

Online: Cosmo Street

Editorial Executive Producer: Yvette Cobarrubias-­Sears

Flame Artist: Shinya Sato

Color: The Mill

Executive Producer: Thatcher Peterson

Producer: Diane Valera

Colorist: Matt Osborne

Graphics Animation: Lava Studio

Executive Producer: Jennifer Eirea

Creative Director: David Woodward

Designer/Animator: Carlos Velasquez