Burger King mascot The King, first introduced as his big-headed self in a 2004 spot out of Crispin Porter & Bogusky, made a sneaky appearance at last weekend's Belmont Stakes horse race in New York. The King appeared in photos of the event apparently standing behind Bob Baffert, trainer of the winning horse American Pharaoh, as he celebrated his win of the triple crown.
The mascot's second high profile "resurrection" comes after the King appeared alongisde Floyd Mayweather before his fight against Manny Pacquaio in May for a reported fee of $1 million.
We don't know what this latest visit cost, but it certainly generated a lot of social media buzz. Burger King isn't saying much, except for this statement from Burger King CMO Eric Hirschorn: "As a good friend of Bob Baffert Racing Stables, The King wanted to be there to celebrate this monumental moment in sports, and congratulates American Pharaoh on his crowning achievement."
Read more about The King's return at Adage.com.