Well, that’s one way to get the point across. Burger King wants you to know that their burgers are still flame broiled. To drive the point home even further, their new ad campaign is straight fire.

The series shows actual emergency scenes of BK restaurants burning down — implying that their flame-broiling is the real deal, and unfortunately not limited to the burgers.

So, are we to assume that McDonald’s locations never burn down? They do, but it’s usually because someone left an apple pie in the microwave too long. True story.

[via AdWeek]