In a Super Bowl stunt, Burger King got rights to use an original Andy Warhol 1982 film segment, directed by JØrgen Leth, in "66 Scenes from America."
"I still remember the first time I watched the complete length of the film of Andy Warhol eating a Burger King Whopper, and my head exploded," Fernando Machado, Burger King's global chief marketing officer, told Advertising Age. "I was like, 'Is that really Andy Warhol; why is he eating that? What's happening there?'"
"One of the things that was unique about the negotiation was that we didn't want to change or touch the film in any way that would take away from its original intent," Marcelo Pascoa, Burger King's global head of brand marketing, said in the Ad Age article. "We knew that the best thing we could do would be to keep the film as intact as we could."