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Burger King has just used Stephen King’s It to burn McDonald's so hard

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Burger King has shrewdly turned Stephen King’s It into one of the world’s longest adverts – and had a jab at its biggest competitors in the process.

Setting up in a cinema in Germany, where the film adaptation has just had a record-breaking opening weekend, Burger King Deutschland had a special surprise for viewers before the credits rolled.

That is truly a marketing masterstroke. As you’re probably aware, It is a chilling horror all about a clown called Pennywise who terrorises the lives of children.

“The moral is: never trust a clown,” read Burger King’s message.

Which fast food chain has a clown as its primary mascot?

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McDonald’s – it’s your move.

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