The objective of the advertisement is to relate to the young people by showing what they can do, that is to let yourself lose, away from the mold of the society and have a real moment of your own.

With a funny and wild interpretation from the advertisement, Burger King establish their image as being relatable to young people and build a closer relationship with them, at the same time, keeping Burger King’s image of being wild, bold, funny and risk taking.

The concept of the advertisement is that young people need to let lose of themselves and with a spark, that heat of the moment. A person can chase their inner desire and the more people let themselves lose, it creates a care-free environment, a real, authentic moment where they can be who they are, their true selves.

In this advertisement, that spark comes from Burger King’s flame-grilled whopper that makes people reveal their true selves. As more and more people tasted the whopper, it created a wild and care-free environment where people can share their feelings, passion and dreams without the pressure from the society.

The advertisment tells the story of a young man hanging out with his friends at a bar, having a normal nightout as usual until the young man took out a burger and share it to his hungry friends.

One by one, each of his friends ate the burger and start doing crazy things such as singing, dancing with strangers in the bar. Until the young man decided to take his first bite of the burger. 

The scene changed, everything become bright and colorful, it was in that "heat of the moment", he took out the crown he took from Burger King and began to join the crowd carelessly. 

After showing the burger and slogan, a scene appeared where one of the young man's friend decided, in the heat of the moment, i should go and find his ex-girlfriend.