Never has fast food been more appropriate. An old Burger King ad of fries in the shape of a raised middle finger has resurfaced on social media following ISIS’ attacks on Brussels on Tuesday, March 22.
The fitting ad, which is originally from a 2008 campaign, has become a symbol of solidarity after the Islamic State took credit for the bombs that went off at the Zaventem airport and Maalbeek metro station on Tuesday, killing more than 30 people and injuring hundreds more.
Belgium is known for its fries. (There has been debate over the years as to whether the tasty snack originated in France or Belgium.)
The original ad was meant to advertise a new Burger King in New Zealand that was the last fast-food outlet available to drivers before they entered a highway toll road.
The ad promised customers $2 off their purchase, which was equivalent to the toll price.
— Christophe Conte (@christopheconte) March 22, 2016
“Toll This,” the original ad read. “Love the road but hate the $2 toll? Spend 10 bucks or more at Burger King in Dairy Flat on SH1 (last food stop before you hit the new Northern Gateway) and we’ll take $2 off your purchase. Just show them this ad. See, we let nothing get in the way of a great trip North.”
Other images of fries with the Belgian flag have also been shared on social media as a symbol of strength.
— Matthieu v/d Bogaert (@marketingyudai) March 22, 2016
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