Quick serve restaurants are racing to provide meat-less menus, but just as important are the campaigns that service them. Burger King is making a splash with their ‘Even More Confusing Times’ campaign that launched on April 14th. The campaign seems targeted at millennials as bleak humor is the vehicle for plant-based nuggets. Burger King knows that their plant-based alternatives complicate their menu, and to match that ever-growing complexity they string together paradoxes that can only exist in the early 2020s. Burger King’s campaigns by David Madrid have usually resonated well with consumers and the awards industry but BK put their creative up for review in February.