But is it getting more people to eat what I’ll argue is the best big-chain hamburger going? Dunno. And neither does Burger King. 

Fast-food companies are so high-tech that they have a good idea day by day whether their ads are having an impact. So if No. 2 burger company isn’t sure whether this stimulating the salivary glands of viewers, it makes me doubt it’s working. The video’s clever and funny, but even after watching it, I didn’t feel like driving out to get a Whopper. 

If we don’t hear about sales results, I’m sure we’ll hear lots of talk about how such ads “build brand equity” and “identify with our core customers.” Fine. All that’s important, but if it doesn’t put gold in the King’s coffers, what’s the point?