Burger King in Brazil hits the ground with the message of inclusivity featuring a blind customer and SAP feature

Burger King has been championing diversity through different initiatives and slogans like “ We welcome everyone”, but they are not always on top of it. This time they have come up with a new ad featuring a visually impaired customer, Eduardo, describing the texture and taste of the burger by touching it.

Usually, food commercials highlight senses like taste and smell in addition to sight and sound, but this ad focuses on the sense of touch with all the other senses. At the start, the audio description lays the scene for viewers with visual impairment. This is a continuous secondary audio programming service, or SAP, that helps individuals get an understanding of the visual signs that happen during a show. Instead, BK opts for making the audio description a main function for this ad. In addition, captions are in place throughout the ad to assist people with hearing problems.

It is the first time in the history of Brazalian TV that audio description is part of the primary broadcast.

The message of the ad is to make everyone feel that they belong, and feel free to be who they are, with respect for individualities.