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Hungry Jacks says ‘keep it real’ in action film spin off campaign

Hungry Jack’s has launched a brand campaign ‘Keeping it Real’ in a 60 second television commercial inspired by Australian drama films.

Created by Clemenger BBDO Sydney, the ad opens with a man receiving his hipster burger as a burger phone rings with a mysterious voice telling him to “look at the plate in front of you, are you seriously going to eat that? You’re not like them are you Patrick”.

Backed by dramatic music, Patrick runs out of the cafe crashing into things as he is told to “run like the wind” by the mysterious voice on the burger phone.

Patrick falls into a barber shop, gets hit by a car, choked by a dream catcher, catches on fire, falls out of a building, jumps out of a window and falls of a truck until he ends up at Hungry Jack’s.

The voice over says “congratulations Patrick, you made it”.

Patrick limps into the fast food retailer and asks for a Whopper with bacon.

Scott Baird, Hungry Jack’s chief marketing officer, said in a statement: “We’re not about pretension. We’re about real food, made real good.”

The campaign is set to run across television, out-of-home, promo and in-store.

The out-of-home campaign uses the slogan ‘when a Whopper calls. You answer’ and ‘keeping it real’.

Ben Coulson, Clemenger BBDO Sydney chief creative officer, said: “HJ’s are our biggest client, they deserve our best. I’m proud to be part of this refreshing new direction for them.”

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