OK adduncan... just for you...
http://img.slate.msn.com/media/50/04...eKing_100k.asf
Another Version Here
http://www.boardsmag.com/screeningro...mercials/1264/
Yeah, creepy.
From
slate.com
But why on earth does the King have a plastic, three-times-too-big head, like some sort of King Friday bobblehead doll? Apparently, an exec at Burger King's ad agency (Crispin Porter + Bogusky) was trolling eBay for inspiration when he came across a vintage, oversized King head for sale. (The head had a hole in its mouth, suggesting it was made to fit atop a helium canister and inflate those animal balloons.) This massive plastic head sat in the CPB office during brainstorming sessions and eventually found its way into the campaign. (It was remodeled by a Hollywood effects specialist first.)
One benefit of the plastic head is that Burger King isn't locked into using a specific actor. (I'm looking at you, Mr. Wendy.) McDonald's solves this problem by caking Ronald in a 4-inch-thick mask of makeup. (It could be Meryl Streep under there, for all you know.) Burger King just uses an actual mask.
But there's more to it than that. Using a ridiculous plastic head, and an absurd situation, gives this ad an edgier mood—more ironic and wink-wink—than that of your average fast food campaign. And that's the goal. CPB thinks Burger King can differentiate itself with a hipper vibe. Its competitors (namely McDonald's and Wendy's) have more family-friendly images and thus couldn't (or wouldn't) go as far. More Burger King marketing in this edgier mode: the Subservient Chicken Web site. Meanwhile, when McDonald's tries to get hip, they show us kids playing basketball on rollerblades. BK's stuff is just far more subversive. CPB says the core market for fast food is 18- to 35-year-old males, and these are "the most cynical" consumers out there. In setting the mood for the campaign, CPB tries to keep in mind "the cool uncle—the uncle who tells you how things really are, and lets you get away with a little bit more than your mom and dad do."