You’ve got to love it when heavyweights go head to head – or bun to bun in this case.

Comparative advertising’s a risky play at times – you’re also providing free publicity for the opposition.

But when you can humourously make a dig at your rival, and illustrate it well, it’s probably worth the risk.

Burger King hasn’t explicitly named their ‘enemy’, but most people will understand who they’re talking about. The billboard’s picture and words tell an immediately understandable story in 11 words. Even better, viewers are forced to be part of the story because they have to do a bit of thinking for themselves.

Being succinct and funny and truthful, the visual snapshot will be stored away in the ‘food’ part of passing motorists’ brains. The comparison will no doubt come to mind the next time they think about which takeaway they’ll purchase.

Simple storytelling works.

No doubt Burger King’s rival is testing different ways to refute the pictorial illustration of size.

We await their riposte with relish (or their special sauce)!