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Burger King sends in the (scary) clown in a fast-food iteration of the childhood game "Bloody Mary".

The ad begins as a person walks into a Burger King bathroom and says "cancelled clown" three times. Suddenly, the bathroom goes dark as a creepy clown (wearing a red wig and bearing a resemblance to McDonald's former mascot, Ronald McDonald) appears in the mirror, to the horror of onlookers.

It is currently running in selected Burger King branches across Sweden and Denmark.

"The clown doesn’t seem to be happy with the way things ended. But we hope he finds his peace and can move on to bigger and better things," Daniel Schröder, marketing director at Burger King Sweden, said.

Last month (11 September) Burger King Finland celebrated Pride with a passionate outdoor campaign starring the brand’s mascot and rival Ronald McDonald.