Andy Warhol’s Burger King moment reincarnated for Super Bowl’s commercial

Andy Warhol is eternal. Who would have thought that the latest incarnation of the Pop artist would be as a SuperBowl advert, screened yesterday evening?

“The spot is meant to break through the traditional SuperBowl commercial break, filled with explosions, slapstick jokes and celebrities, with an almost silent, yet powerful work of art,” A Burger King rep said about using director Jørgen Leth’s 1982 legendary episode showing Warhol devouring a Whopper burger behind the catchy hashtag #EatlikeAndy.

Burger King is showing the entire unedited clip from Leth’s film on its YouTube channel today, and prior to that, secured the rights through the Warhol Foundation. The original vignette was featured in 66 scenes from America, a series of short scenes inspired by US lifestyle.

“We knew that the best thing we could do would be to keep the film as intact as we could.” Burger King’s global head of brand marketing Marcelo Pascoa told AdAge.