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Down with the King: McGarryBowen’s new direction for BK

Down with the King: McGarryBowen’s new direction for BK thumbnail

Love ‘em, hate ‘em, or simply creeped out by ‘em, no matter how you felt about Crispin’s efforts for Burger King over the years, at least they were memorable, especially among us advertising folk. (Okay, maybe that “especially us ad folk” was the problem.)

Nevertheless, it’s time to shake the grinning rictus of a plastic king from your minds, and behold a new era, that of McGarryBowen. Over the weekend they launched there very first TV spot since winning the account. No kings, no sacrifices, no freakouts, now it’s food porn onions, seasoned bacon and guacamole.

Get the Flash Player to see the wordTube Media Player.

Okay, maybe this isn’t bringing home a Titanium Lion next year at Cannes, but maybe this is just what the brand needs, a focus on the food over Flame cologne.

Now if you’ll excuse me, I’m off to Five Guys.





  • http://twitter.com/srminimo Flavio Alvarez

    This is slightly less cheesy than Bugosky becoming an advoca for better eating.

  • http://pulse.yahoo.com/_GT3JNQHIEOA72SWIYDAS72F47A DeirdreC

    Snore. 

  • Anonymous

    Let’s see, it was way back in ’06 or ’07 that I started a thread on IHAI forums, on BK’s poor advertising. I remember being blasted when I pointed out BKs stock value was falling, and suggested they concentrate on a coupon book I’d been receiving from BK for years, and had seen folks using instore. Many creatives on the forum thought me a fool for even mentioning coupons. And yet, here we are today … no CPB with BK, and coupons ruling the internet airwaves.

    Intuiton–it’s just not something you pick up at ad school.

    Now, if they could only make the actual Whopper you get, look like the one in the photo….


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