From mascarpone cheese to panko fried chicken, BurgerFuel has rarely shied from fusing unlikely ingredients into its specialty burgers, with its new mac and cheese creation proving no exception. And in its latest campaign, BurgerFuel reference Pablo Escobar to pay homage to its highly addictive substance.
The minute-long video shows a series of trucks travelling along “the BurgerFuel smugglers' route” in an undisclosed location. But when a pair of men patrolling the route stop to check the contents of the trucks, a comically full-bellied, Escobar-esque character steps out of his car to show off his prized possession: pure, unadulterated macaroni pasta.
The ad, which is to promote the appropriately named 'Smack and Cheese' burger, riffs on the hit Netflix series Narcos which tells the story of Colombian drug kingpin Pablo Escobar, who became a billionaire through the production and distribution of cocaine.
"After scouring the hills of Columbia (circa 1993) to sit down with the influential lord of addictive substances, BurgerFuel is finally able to reveal what was said on that mosquito infested day," says this highly accurate account by BurgerFuel.
"With his rotund belted belly, and his perfectly crafted, combed moustache, he sits down in his beige pipelined button up shirt to discuss with us the ways in which ‘it’ can change your life. He preaches that the taste buds become immune to feeling joy from any other flavour, the only desire people get is that one created by masters in their field. You get hooked, overwhelmingly hooked, to the pure taste of that dairy laden, glowing stretchy morsel that is queso."
Like all of BurgerFuel's previous promotions, the video was created by the company's in-house marketing team and is indicative of its unconventional and confronting brand of humour.
This also isn't the first time the burger maker has used Pablo Escobar for commercial purposes, putting the Colombian drug lord and supermodel Kate Moss on a poster alongside a promise of 330 grams of Coke.
If mac and cheese in a burger sounds like you (or if you just really love everything Narcos related) then the 'Smack and Cheese' burger is available for consumption until 2 July.