Plant-based lifestyles are continuing to get more followers. To keep up with the demand for vegan food, a lot of fast food companies are adding plant-based options to menus. Burger King is the latest.

It’s a confusing world when the king of fast food meat-based burgers releases a plant-based nugget. And, Burger King knows it. 

In its latest campaign, creative agency David Madrid and Burger King ask confusing questions. Is an eco-friendly Black Friday purchase good for the planet or a terrible idea? Should you delete the message you sent your ex? The world continues to get more baffling, according to Burger King. And now Burger King joins the confusion. 

“Chicken nuggets that have no chicken but taste like chicken.” 

The 2-minute spot is beautifully directed. It is accompanied by stunning imagery reminiscent of film posters. But, instead of it being the next cinematic masterpiece, it’s about the confusion of no-chicken-chicken.