When brands reinforce their marketing campaigns with real world events, it can deliver another level of authenticity and impact. That’s the case with this Burger King effort, which focuses on patrons who have actually called the police to report an issue with their fast food experience.

The comical ad spots pose as a PSA of sorts, reminding people that they shouldn’t pester emergency responders with such trivial matters, while simultaneously incentivizing patrons to leave Burger King feedback via a more efficient method.