Anarchy in the BK: Burger King mascot dethroned
August 19th, 2011
02:00 PM ET
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Ding dong! The King is dead.

Burger King plans to roll out a new “food-centric” marketing campaign this weekend with one less royal pain.

The latest spots, created by Burger King's new advertising agency mcgarrybowen, will not include the iconic (and debatably creepy) monarchal mascot waking up unsuspecting dreamers in the middle of the night with air horns and cymbals, or casually working out in the local mall.

Instead, the fast food giant is taking its bizarre quotient down a few notches, sticking to the plebeian stuff like close-ups of lettuce, Swiss cheese and burger patties, in order to beef up its "appeal to a broader audience."

Food?! In commercials for a place that sells food?! By Jove, they're onto something!

“Our consumers tell us they love our great-tasting, high-quality food, and that’s exactly what we’re featuring in our new marketing and advertising,” said Alex Macedo, senior marketing vice president, in a statement.

The King's loyal subjects, on the other hand, could not be reached for a statement - so we want to know what you think of Burger King's decision to nix His Majesty in the comments below.







soundoff (381 Responses)
  1. tryecrot

    Yes there should realize the opportunity to RSS commentary, quite simply, CMS is another on the blog.

    August 27, 2011 at 8:36 am |
  2. George Kenney

    The Burger King has joined The Burger Chef and Jeff, Shoney's Big Boy and with the pressure on Ronald McDonald there wont be a caracter or a decent burger joint left. Get used to oatmeal, salads and non sweetened ice tea.

    August 26, 2011 at 9:08 am |
  3. RealVoiceOfReason

    HAIL TO THE KING!!!!!

    August 24, 2011 at 11:14 am |
  4. Evil Grin

    Such a shame. They had a good long run with Crispin Porter + Bogusky. I actually think they did a good job. Very innovative, and they got results.

    August 23, 2011 at 5:08 pm |
  5. Jausti

    I will not miss those creepy commercials – even I do buy the burger sometimes, I still have to scoot through McD's for the fries!

    August 23, 2011 at 4:55 pm |
    • Hobbits

      LOL – I do the same thing. I don't go often but if I do I try to choose one close to McD's so I can get the fries after the burger (so there still hot).

      August 26, 2011 at 2:10 pm |
  6. xander Davies

    oh no! who in the world will they now have as a random character in fight night!

    August 23, 2011 at 2:42 pm |
  7. Roonie

    Who really cares!! If you are going to eat BK then you will. If you eat McD, then you will. Personally I have better things to do with my $$ than sink it into worthless ad campaigns!!

    August 23, 2011 at 3:09 am |
  8. Scott

    How can you have a "burger king" and not have a 'king'? I mean, you might as well stop selling burgers and keep the name 'burger king' for all the sense that makes.

    August 22, 2011 at 11:14 pm |
    • Sherri

      Kind of like McDonald's without the arches. I don't see what's so scary about the King. And the name IS Burger King. Makes no sense to me..

      August 23, 2011 at 1:02 am |
    • AleeD@Scott

      It's not about not having "a king" – it's about not having THAT king. Face too big, like an over-sized Halloween mask. Creepy. An king that doesn't look like an alley stalking ped0phile would be fine.

      There was nothing creepy about this versionr:

      Of course it all depends on what demographic the ad agency is targeting. "Creepy King" was targeting 20-35 y.o. males.

      August 23, 2011 at 8:36 am |
  9. MrtunedUp

    The king was amazing. far less creepy than a clown with an unidentifiable purple thing and burgerthief for friends.

    August 22, 2011 at 10:00 pm |
  10. Mister TC

    Burger King is not the king of fast food. The hamburgers are just like McDonalds, very messy with gobs of mayo, ketchup and mustard, so much when you pick there burgers up everything just slides out of the buns. I can get a much better hamburger for the same price at Burger Tex or Fuddruckers. Places where they don't believe in gobs of condiments or special sauces!!

    August 22, 2011 at 6:37 pm |
  11. Bubbles

    ...Thats stupid, and for a kids meal? its highly sensual and hinting, they shouldnt even be allowed to make such things, it gives kids ideas, and ruining a childhood icon like that (sponge bob) you people sicken me.

    August 22, 2011 at 5:39 pm |
  12. Jeann

    "Burget King"...You Americans are so cute with your undeveloped tastes...

    August 22, 2011 at 4:16 pm |
    • Snookii

      Jeann you are so cute typing from your underdeveloped country ;)

      August 22, 2011 at 4:19 pm |
      • megs

        snookii!!! haha so funny! so true.

        August 22, 2011 at 8:51 pm |
    • American Soldier

      You're just mad cause your burgers suck!!!!!!!!!!! Long live the King!!!!!!! If they sucked then why would we have Burger King's and Mcd's all over the world?????????? You know why cause the foods amazing!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

      August 23, 2011 at 4:43 pm |
  13. Vip

    Burger King has made me sick on a couple of occasions. I prefer McDonalds if I'm going to go eat out.

    August 22, 2011 at 2:29 pm |
    • Jason

      McD or BK is your idea of eating out??!!

      whisky tango, baby!

      August 27, 2011 at 7:15 pm |
  14. sheila

    too bad, I like the creepy 'burger king'.

    August 22, 2011 at 1:25 pm |
    • Lisa

      i agree. actually found the creep comercials to be very funny.

      August 22, 2011 at 4:13 pm |
  15. Jade

    Doesn't matter what happens to the King, Ronald, or Wendy. Yes the King will always be an icon no matter what. But in all reality all fast food is low quality! Did you know that you only need a small percentage of meat to call it All Natural Beef? Just ask Wal-Mart and Winn Dixie grocery stores!! You almost have to raise and process your own cow for REAL beef these days! Just Food For Thought!!

    August 22, 2011 at 12:40 pm |
  16. timmy

    burger king and mcdonald are butt buddys! lol!

    August 22, 2011 at 8:33 am |
    • Captain Canuck

      @Timmy– Get back in class, kid. Recess is almost over, and you'll be late for story time.

      August 22, 2011 at 10:39 am |
    • Mr Martin

      Timmy, back down the old abandoned mineshaft, c'mon Lassie the kids a jerk.

      August 23, 2011 at 5:33 pm |
  17. Josh

    Burger King should face the fact that they will NEVER, EVER, have any ad campaign as good as their old lady saying "Where's the beef?" campaign.

    August 22, 2011 at 8:33 am |
    • Matt

      Wasn't that Wendys?

      August 22, 2011 at 8:36 am |
    • Kris

      Ya, that was Wendy's.

      August 22, 2011 at 9:02 am |
    • wendy

      Wendy's had the where's the beef campaign. with the little old lady. did you know there was a board game for it? i still have it...my parents got it for me for my birthday. tis a collector's item for sure.

      August 22, 2011 at 10:55 am |
  18. jesse

    Sorry, but I don't think their food qualifies as "great-tasting, high-quality food" or that they have a particularly good mascot.... then again, I think that applies to all fast food too. Nothing like mystery cuts of "beef" jammed together and grilled. I'd like to note as well that after Tacobell was called out on their "beef" that they visibly changed that portion of the product and then issued a statement of indignation ect.

    August 22, 2011 at 8:29 am |
  19. Josh

    Have you seen Roland McD or the Hamburglar in a commercial lately?

    August 22, 2011 at 8:24 am |
    • Chris

      Roland McD?

      Is he, like, a retarded cousin of Ronald?

      August 22, 2011 at 8:53 am |
    • Beatrixx@chris

      Roland is what he's called in England.

      August 22, 2011 at 12:45 pm |
  20. JDAWG

    I think it's about time the king was given the boot. The commercials were not only creepy but they were stupid also. I've been avoiding Burger King due to the commercials and the annoying ads in the mail.

    August 22, 2011 at 7:20 am |
    • jaymo

      I highly doubt you were avoiding BK becuase of the ads. People go to BK BECAUSE of the ads, not avoid it because of the ads. You probably never went there anyway. Nice try though.

      August 22, 2011 at 1:16 pm |
  21. C Murdock

    Those were the creepiest commercials I ever saw in my life, and they never increased my desire to eat at a Burger King. My dislike of Burger King goes back to the 70's when they played games with their take-out salad bar (it would take too long to explain), and continued in later years when they refused to serve water to patrons, though the law required it.

    August 22, 2011 at 5:19 am |
    • Josh

      I remember the salad bar at Wendy's, but not at Burger King.

      August 22, 2011 at 8:26 am |
      • Matt

        And nasty.

        August 22, 2011 at 8:30 am |
    • Josh

      I would say that 80 to 90% of the customers who ask for a cup for water, immediately go and fill it up with soda. I fully and completely support Burger King (and the other fast food places) in putting their foot down on such abuse.

      August 22, 2011 at 8:28 am |
      • michelle

        know what you mean – as one of the 10% that is honest – it still freaks me out that the staff doesn't come over the counter and confront the offenders.

        August 22, 2011 at 9:08 am |
      • Donald Rumsfeld

        This is where we got the idea for water boarding....Have it your way!!

        August 22, 2011 at 9:13 am |
  22. mmmm22

    Burger king is great way way better then mcdonalds. mcdonalds burgers are small and look like they come out of a box burger kings are big and sloppy and oh so gooood mmmmmmmmmmm

    August 22, 2011 at 4:55 am |
    • Josh

      I never really liked Burger King's flame BURNT burgers, and their characteristic charcoal taste. When I go to any Burger King, I stick with chicken.

      August 22, 2011 at 8:30 am |
    • Chris

      You have no idea what a good burger is. I bet you're fat, too.

      August 22, 2011 at 8:54 am |
      • Matt

        Enjoy that family sized bag of chips you are shoving in your pie hole.

        August 22, 2011 at 8:59 am |
    • seriously

      I SOOOOO agree...

      to quote ice cube... "you want lobster....HUH...I'm thking burger king.....

      August 22, 2011 at 12:10 pm |
  23. Cmac

    Advertising genius thrown to the curb.Like him or hate him, everyone had an opinion on the king. They stopped to watch those commercials. They heard and knew the brand he was affiliated with. That is the purpose of advertising, and The King was great for that. The new commercials will blend with all the other fast-food junk brands. They will talk about the food. People KNOW the food. They have the menu memorized. The need to be reminded to stop by and buy the food. The King did that. Pics of food will just ensure they go buy food...not Burger King. epic fail.

    August 22, 2011 at 2:20 am |
  24. Promentalshitbackwashpsychosis

    Eat more chicken...

    August 22, 2011 at 1:53 am |
    • svscnn

      I think that's the first post I've seen that took less time to type than the commentator's screen-name.

      August 24, 2011 at 11:15 am |
  25. RC

    Burger King Is A Privately Held Company Whom Send Me Junk Mail Coupons Via The Mail Every Month
    (They Are Thinking Of Going Public).
    My Burger King Local Franchise In My Region does Not Honor The Coupons.
    Cooked Beef Is Woefully Devoid Of Soluble Fiber.
    If You Have The Time Then Do Yourself A Favor.
    Purchase Some Of The New Multigrain Thin Buns (High Fiber) At Your Grocery Store
    Make Your Own.

    August 22, 2011 at 12:52 am |
    • Josh

      Same here.

      While Burger King freely distributes its coupons locally, the local restaurants don't accept them.

      Plus, any "specials" advertised on TV commercials are immediately and permanently denoted as "sold out" by the local restaurants.

      Burger King really needs to get into sync with its local franchises and local restaurants, making sure they "buy into" any promotions or not offer/advertise them at all.

      August 22, 2011 at 8:22 am |
  26. BUFFTOWN

    Ever since the King picked the Bills for an easy touch down I hated that dude...

    August 22, 2011 at 12:09 am |
    • Bill

      He high stepped it all the way to the end zone as well.

      August 22, 2011 at 3:31 pm |
  27. tallulah13

    I love the King. This makes me very sad, indeed.

    August 21, 2011 at 11:46 pm |
  28. Leo Bone

    This has something to do w/ a Brazilian company acquirement of Burger King... Tchau American marketing strategies!

    August 21, 2011 at 10:41 pm |
  29. jpbrody

    GREAT CAT! KICKING THE KING TO THE CURB? IS NO ONE'S JOB SAFE?

    August 21, 2011 at 10:23 pm |
  30. Human as well

    The new commercials sound boring and unconvincing. Entertain me, don't try to convince me my cheap fast food is of quality warranting beautiful close up shots.

    August 21, 2011 at 10:22 pm |
    • jaymo

      Exactly! We all know its not "quality" at BK. It's the "cost" and "speed" that draws us to them. Might as well make us laugh, you're not fooling anyone.

      August 22, 2011 at 1:30 pm |
  31. Pat in il

    Thank goodness! That king was just too weird and he creeped me out every time he came on tv. I could never figure out the relevance, either.

    August 21, 2011 at 8:16 pm |
    • BRBSanDiego

      How can anyone possibly eat that crap – oh exuse me it must be something to do with non-stop advertising. BK food is nasty.

      August 21, 2011 at 8:24 pm |
      • lilly deboro

        exactly! It is completely nasty and dangerous to your health. We need to put these places out of business for good..

        August 23, 2011 at 12:42 pm |
    • seriously

      Ummmm...Yeah...he was a king.....the restaurant was burger king.....i think it was pretty relevant

      August 22, 2011 at 12:14 pm |
  32. Carla

    "Our consumers tell us they love our great-tasting, high-quality food..."

    I call bullshit!! No one has ever said that. Ever.

    August 21, 2011 at 7:59 pm |
    • Patiat

      Exactly. Can you even imagine a person making the effort to talk to the manager, or better yet, call up HQ and say, "I just wanted to tell you that I love your high-quality, great-tasting food."????? Even the person at BK would think they're insane!

      August 21, 2011 at 8:05 pm |
    • jerseychi

      I was thinking the same thing. BK is my favorite fast food but no way is it high-quality. Although I loved it. I try to only eat fast food a few times a year now.

      August 21, 2011 at 11:18 pm |
  33. Matthew

    The "Where's the Beef" commercials need to be redone. This time have the old ladies at a Wendy's. Are any of those old ladies still alive?

    August 21, 2011 at 7:58 pm |
    • RichardHead

      They've been giving Gum Jobs at your local Sonic and Dairy Queen.

      August 21, 2011 at 8:08 pm |
      • Jerv@RicH

        LOL! I'm next in line!

        August 22, 2011 at 9:12 am |
  34. Choad

    The "King" looks like a pedophile, Ronald McDonald looked like a serial killer and "Wendy" looks like she's on meth. All appropriate choices for this inbred shitstain of a nation.

    August 21, 2011 at 6:45 pm |
    • jpbrody

      U B funny until second sentence.

      Try, try again!

      August 21, 2011 at 10:28 pm |
    • This Guy

      The country which you live and accept all the benefits from but sit on your lazy complaining butt and bash all day because some other people sacrificed all they had so you could even have that right? Huh. Looks to me like you should focus on changing yourself before you change our nation.

      August 21, 2011 at 11:06 pm |
    • Me

      Then why don't you get the Hell out of it, or just shoot yourself then ass bag.

      August 21, 2011 at 11:09 pm |
    • Gacy

      Now you've done it Choad. You've angered the inbred shitstains. And as soon as I get off my mom, I'm coming after you, boy.

      August 21, 2011 at 11:32 pm |
    • jim armstrong, fayetteville,nc

      Someone tell choad that leaving this country is always an option, heck the rest of us encourage you to leave, sissy.

      August 22, 2011 at 2:59 am |
    • John

      I really hope this guy's name is Choad. That is ridiculous.

      August 22, 2011 at 2:38 pm |
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