A new Burger King Commercial has been released from the ‘Kingdom’ featuring a new tag-line, and a come-back of the original ‘Have it Your Way” song melody.
The new campaign and tag-line, “You Rule” is featured in the one minute commercial that sets out to introduce an evolving Burger King that is on the up-and-up.
The campaign is rolling out across “multiple channels” as told to adweek.com, by Tom O’Keefe, the OKRP CEO behind the company responsible for the new tag-line.
The commercial is deployed as part of an extensive overhaul that the brand recently announced in BK’s two-part plan called, “Reclaim the Flame” – a $400 million plan to re-invigorate the brand technologically and give it a face-lift in advertising and, all aspects.
The commercial would be part of the advertising arm of the plan called, “Fuel the Flame” and is set to a cheesy after-school-special type of rap ditty that chants intermittently, “You Rule” in between shots of a happy-go-lucky cast that twirls, jumps and bikes about while joyously eating onion rings, fries and Whoppers.
The melody behind the rap/sing-along is one and the the same from the 1970’s Burger King commercial, and the new take stands as a homage to the original as a way to both update and strengthen the brands ideals.
In case your worried – they’re not replacing the famous “Have it Your Way” BK slogan, as it’s in the commercial pretty prominently. “You Rule” is just an additional tag-line (or add-on) to outline the direction the chain is going in, which they say is to ‘celebrate the guest’.
“‘You Rule’ is about celebrating everyday royalty and puts the Guest at the forefront of everything the brand does,” reads an email sent by Burger King to The Takeout.
Commenters on Youtube are mostly behind the new vibe, describing it as “light-hearted” and “fun”.
One person on Twitter (although it could just be a disgruntled employee) isn’t sold however on telling customers, “You Rule”:
The commercial marks an early start to the reinvigoration of the chain.
Hopefully Burger King doesn’t think that it will be as easy as telling customers that they “rule” and offering every customer a BK crown, is all it takes to butter them for better sales.
It helps but BK would need this to be only a small part of a larger arc to fix what hasn’t been working for them with their actual menu, and food.
That would rule.
