Burger King emerged as an unexpected educator on the issue of net neutrality, launching a spot by David Miami that saw hired actors announce that 'Whopper neutrality has been repealed' at one Los Angeles location. By withholding some customers' orders and prioritizing those who paid a hefty toll, the stunt illustrated the dangers of the legislation's repeal – and infuriated unsuspecting diners. Their reactions were aired along with post-Whopper interviews, conducted after the objective was exposed. "I didn't think that ordering a Whopper would open my eyes to net neutrality," said one guest

The repeal of net neutrality legislation had many internet users outraged, with 100,000 people signing a petition to protect it within 24 hours of the decision. Brands with a stake in the matter – from Twitter to Netflix to Reddit – have all joined the debate. As people trust businesses (76%) more than the government (32%), many are turning to tech giants to provide clarity on the matter, which at first glance, appears confusing.

But Burger King's ad illustrates how they aren't merely content to hand that trust over; people are increasingly expecting brands to pick sides, even about issues unrelated to their sector. "Net neutrality may seem like a wonky telecom battle with little relevance to a fast food giant," writes Tony Romm for Recode. "But it has attracted millions of Americans’ comments and seemingly touched a nerve, particularly among Millennials."

Alex Quicho is the Americas editor at Canvas8, which specialises in behavioural insights and consumer research. Born in Boston and raised in Manila, she graduated from the Royal College of Art with a Master’s degree in critical writing. She loves to read and write about art, power, and the future.