Whether you love or hate his work, Andy Warhol eating a Whopper for 45 seconds during one of the most expensive ad slots in television this year was astonishing.

Super Bowl Sunday—the most macho of American sporting events—coupled with the quintessential pop artist had people talking the morning after. Some were profoundly confused about what they had just watched; others were amazed by Burger King’s latest demonstration of its fearless approach to brand building.

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