When it comes to marketing, you've got to think outside of the box.
Simply getting on camera and talking about how awesome your product is doesn't really do it for consumers anymore. We've become a little too jaded and savvy for that.
So you've got to think outside of the box, something that Burger King thought it was doing when it prompted customers to ask their Google device what's in a Whopper Burger. The actor in the ad says, "O.K. Google, what is the Whopper Burger?"