To highlight that hotness comes from the inside, Burger King launches a campaign that wants to change the image of what sexy is and encourage people to acknowledge each others personal qualities. The true hot stuff comes from within.

Today we’re living in a society where everything we talk about is sex. At the same time studies show that the youth population is going through a sex recession. One of the main reason is that we simply don’t feel sexy enough due to the public perception of what sexy is and the unreachable standards that we get constantly fed with. 

Let us present “The Underestimated King”. This might look like an ordinary burger, but on the inside it’s waaay hotter than you might think; just like you. This burger is packed with the hottest ingredients and we guarantee that it will sweep you of your feets.