Burger King’s new ad is challenging you to put your money where your mouth is. Their new 3-minute ad uses hidden cameras to capture customer responses to the bullying of a high school student (yes, they are actors but the customers presumably don’t know that). The responses? Mostly raised eyebrows and fleeting glances.

Then, it gets real for these customers when their Whopper, Jr. get “bullied”. A couple punches to their burger results in anger, manager complaints, and, understandably, some confusion.

I’m not going to lie, the end of this video made me tear up when some customers came over to help the bullied student.