The goal of many food commercials is eventually to trigger physical sensations like taste and smell by using the association of sight and sound. Pique people’s interest and moved them by the visuals appearing on the screen so they are compelled to drive-through next time they are out is a tried-and-true technique. But at times these ads are very exclusive and inaccessible especially for the people who are visually or hearing impaired. That changes with Burger King’s latest Brazilian ad. Burger King showcases these senses while also promoting inclusion for people with disabilities. The ad shows a blind man who is describing the sandwiches through touch. His descriptions bring the burgers to life as he calls the double cheddar a “cheddar explosion” and describes the buns as “soft sesame bread.” The 30-second ad is the first in Brazil or possibly in various countries to make the audio description a part of the primary broadcast. Burger King achieved it by adopting Secondary Audio Programming, or SAP, which helps people get an idea of the visual cues happening during a show. For this ad, Burger King instead opts to make the audio description a primary feature and displayed captions throughout the ad to help those with hearing issues.

The increased depiction of inclusivity not only helps a brand in differentiating itself from the masses but it also shifts perspective on people with disabilities and different individualities.