Most of the time, Burger King’s and McDonald’s commercials are just basic branding techniques. Throw a picture of their signature burger in front of you and their logo and hopefully that’ll make you crave their product.
Burger King went a little more aggressive in their recent round of Whopper Virgins commercials. They traveled the world and went to remote places to find people that never ate a hamburger. For example, African tribes or the natives of remote parts of Greenland and Mongolia.
Burger King had these people try a Big Mac and a Whopper and asked which they liked more. Most responded that they enjoyed the Whopper more. I dont’ think the average American cares what a native Mongolian who has never ate American cuisine thinks of fast food, but the commercials are quite funny.
My one gripe, and I admit it’s a fairly petty one, is that I feel Burger King should have had the natives sample a quarter pounder with cheese instead of the Big Mac. The quarter pounder is McDonald’s best selling burger and the most direct comparison to the Whopper. As my girlfriend pointed out, the Big Mac is McDonalds’s signature burger, which is why it would make sense to use it. But if this were a scientific experiment, I believe they should have used the quarter pounder 
Below is one of the Whopper Virgins commercials.