Spicy means also "painful and tragic" in Turkish.

In order to create WOM, we used Emrah - the most "painful and tragic" soap opera character in Turkey to launch the spicy chicken burger.

The guy comes to the restaurant and gives him the bad news:

"Emrah! do something, they crashed your car!"

Emrah replies : 

"Forget it, my pain (spice) is enough for me"

Agency: TBWA / Istanbul

during the period, we used the commercial, Emrah was also popular in social media with all his tragic reputation.