Possumblog

Who thought those ads would be appealing?

According to Slate's Seth Stevenson, the ads were thought up by ad agency Crispin Porter + Bogusky, and were targeted at 18- to 35-year-old males, noted as being "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."

I never had a cool uncle like that, but in the course of growing up, I never saw any other guy with a cool uncle who dressed or acted like Burgerus Rex. If any of them did, I have a feeling they'd be headlines about a domestic incident that ended badly with several bullet holes placed into said uncle by his brother.

Mr. Stevenson likes the spots, though. Go figure.

Got to say, I don't want any uncles on the side of my bed in the morning, cool or not.

Good riddance. Those ads have a very high creepy factor.

Whoa, Miss Francesca--I only HOPE the king is leaving. As far as I know, the only one stepping aside is the CEO, NOT the Burger Creep or his ads.

I can actually see where they “super sized” the cynical with those ads. Viewing them as the anti- McDonald’s ads sort of gives a justification. The arches are always pretending their ad families are real so why not go over the top.

The real test of the ads is do they generate the sales results planned for—jury is probably still out on that.

I always thought product differentiation was a better strategy--I still remember the old ads where you saw them grilling the burgers over fire (FIRE GOOD!), rather than frying them on a griddle. THAT makes me want one--not some sort of petrochemical-headed potentate. But then again, I am not a cynical 18-35 year old male.