Burger King France created the Careful What You Swallow campaign based on one of the biggest moments from Art Basel Miami Beach 2019—performance artist David Datuna ate Maurizio Cattelan's $120,000 conceptual art installation, a real banana duct-taped to a wall.
Burger King's take on the headline-making event depicts a side-by-side comparison of the art piece called Comedian and one of the fast food restaurant's own fries exhibited in the same way. While one food item is labeled with a six-figure price tag, the other is shown to cost a fraction of the price.
Brands are quickly creating their own "art" pieces inspired by the Art Basel banana and using the high value of the installation to point out the affordability of their products.