What's hot:
 

, , ,

The best ad featuring The King

Burger King has stopped airing ads featuring its grinning, plastic mascot “The King.” Here’s my favorite spot from the past few years starring the weird character.

This is a real ad; I think it aired on TV back in 2009. “The King” breaks into McDonald’s headquarters to steal the recipe for the McDonald’s Sausage McMuffin with Egg. Cut to a shot of Burger King’s Breakfast Muffin Sandwich. “It’s not that original, but it’s super affordable,” says the voiceover. In the end, The King speeds away on a motor bike, bribing the security guards with a muffin sandwich.

Too bad this character has to go. I always liked the absurdness of a mascot with no voice or facial expressions. The problem was The King didn’t do much to change Burger King’s image as second-rate fast food shop. He was more of a success creatively than commercially.

Earlier this year, Burger King switched its lead ad agency from Crispin Porter + Bogusky to McGarryBowen.

Now Burger King is refocusing on (shock!) its food. And The King is gone. In a USA Today article Friday, Burger King senior marketing vice president Alex Macedo said, “There are no plans to bring the King back anytime soon.”

McGarryBowen’s first ad, touting a new “California Whopper” burger, began airing this weekend. It features some really nice photography and uptempo music. It’s basically sandwich porn. Not as fun as The King, but at least it gives you a reason to go to Burger King. Here it is:

Read more about it at AdAge.

— Thanks to Lisa on Facebook for the tip.

— By Daryl Lang. Filed under Advertising, Television

Facebook Conversations