It's much more gimmicky than it is clever. As an Art Director with only regional accounts I will probably never get an opportunity to create concepts for such iconic brands, so I find it sad they would be so unimaginative. Probably even worse is the way they seem to be ridiculing there own demo (trek enthusiasts). Burger King has been lost for a long time, there message is schizophrenic and this "King", character is more creepy than anything else. I don't know how much success they've had with it, but even if it has helped, I'm sure it doesn't even come close to the feel-good branding that McD's has developed, it's universal and positive, while this is polarizing and bizarre.

Science fiction sado-masochism, excellent choice. So this is how it happens…"Daddy, they said nipples in the Burger King Commercial", "I see…well, there's one more reason to get a happy meal". Before you irritate parents, remind yourselves that even though the parents drive the car, the kids drive the parents.

Yes the King is schizo but that's why we love him. I salute BK and Crispin for sticking with The King where lesser agencies and clients would have wasted no time turning to regicide. The King is fast becoming the most relevant, interesting, and versatile icon in advertising. Long may he reign. How's that for cheery?

I continue to be amazed at what passes for product promotion... how much did this cost Burger King ?

As a client, I am constantly presented with "creative concepts" that are more focused on winning eclectic awards for the agency then they are for doing the work they are commissioned to do...promote our product / brand.

But then again, maybe I am just an "uneducated" client.

Not quite as bad as the spoof on Spongebob, but this is pretty lame as well. I think in the age ot special effects, real creativity has taken a back seat. The King needs a makeover for sure

It fast food, not dining with royalty. Part of their brand is silliness. It's funny and speaks to their target audience (adult males 20-40 stuck in their teens), funny always does. You really think they're going to come just for the cups?

Hee hee, nipple twist.

Burger King knows it's place in the fast-food world: scrappy #2 to McDonald's. I agree that they've made some bizarre ads, but we're talking about them far more than the competition. I'm of the mind that controversial is always better than boring, as long as you're not alienating your core audience. And if that audience is teenage boys, bizarre is always the way to go. If you don't think they love "the king," creepy and all, you clearly don't know any.

Jonathan Goldfuss
President, Red Bird Marketing
@RedBirdMkt

hahahhaha nipple!!

nipple pinching! though as a fan of such i must decline from rating this ad in order to maintain my professional non-biased critiques in the future. (what?)