Taste for Lawyers
The insight
When a rival accuses you of copying, defending yourself in your own advertising convinces nobody.
The idea
Accused of copying the Big Mac, BK invited every lawyer in Brazil to show an attorney ID for a free burger and rule on it.
The Stupid/Smart of it
Stupid: Publicly handing the verdict on your own product to the exact profession that could rule against you.
Smart: Inviting the legal profession to judge you is asking for trouble, unless you are confident, and confidence is the whole message.
Why it works
Only the challenger in a copycat fight can turn the accusation into an invitation; the leader has nothing to gain.
A free-burger mechanic with a witty entry requirement is a news story and a sampling drive at the same time.
The magic
That the verdict was genuinely out of their hands once the lawyers turned up.
Act-poweredIt works because it genuinely happened. Nothing as fiction. Has to be seen to work.
The way in
The devices behind this one, from our library of ways in: