The world keeps getting more and more confusing. After introducing a confusingly tasty Whopper—made without beef—the brand then took on the challenge of rolling out two new menu items: chicken nuggets and chicken sandwiches made without...chicken. In partnership with DAVID Madrid, Burger King created a campaign fitting for these times. Does deleting a message actually send a message? Is hand sanitizing a lot good, or bad? Is Max a dog’s name, or a boy’s name? These conundrums all lead up to the ultimate conundrum—how could Burger King’s chicken nuggets and chicken sandwiches made without any chicken taste so good, and so much like, well, chicken?