Burger King takes a shock/horror sideswipe at fellow fast food outlets

Taking swipes at fast food is pretty common, but not something we often see amongst the main purveyors. In this case, it's Burger King (BK) Brazil pointing out some of the distinctly undesirable ingredients it says consumers may find in their competitors' offerings, but not theirs, obvs. The punch comes from the contemporary items they choose to illustrate the message with. The idea is to promote BK's superior naturalness of ingredients as well as their ongoing efforts to keep fast food as palatable and truly edible as it should be, under the title 'Here, the food is real'. What are your thoughts on the ad?

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