"BB King is a BURGER KING customer favorite," said Craig Braasch, vice president of global advertising and promotions. This past fall, Burger King customers voted the musician a "Living Legend" from among a list of music sensations, including Aretha Franklin and James Brown.
"When we developed these new sandwiches," Braasch said, "we asked him to star in the commercials to lend his musical talent and to acknowledge our customers' tastes not only in food but also in music."
The new commercials, which will air on network and cable television as well as radio, focus on the mealtimes during which consumers can enjoy the King Supreme and Egg'Wich sandwiches—"morning and evening." The two radio spots, thirty and sixty seconds in length, feature BB King talking and singing about the new sandwiches. For the television spots, there is a :30 spot that features both sandwiches and then two :15 spots that feature each sandwich individually. BB King sits on the cusp of a crescent moon and sings, "BK and BB let you have it your way." He is then capped with a graphic of a Burger King crown. Burger King Corporation worked with McCaffery Ratner Gottlieb & Lane Inc. to create and produce these spots.