Burger King De-Thrones The 'King,' Crowns 'Mom': New Ads Focus On Fresh And Healthy Food (VIDEO)

The King is dead. He's been replaced by a far more threatening monarch: mom. Burger King tossed out its previous ad agency and starting this weekend, is running an entirely new campaigns sans King.

The campaign focuses on the national launch of the California Whopper, which includes guacamole. The ads have no words, just "the sights and sounds of the fresh ingredients being washed, sliced and diced," reports USA Today.

Freshness and healthy meals are two categories that are being increasingly emphasized in the fast food world; even the Cheesecake Factory now has a Skinnylicious menu. Burger King may be a little late on jumping on this train (Subway debuted its avocado topping several months ago), but the train is very much still moving.

For the time being, it seems as if Mom will be ruling with an iron fist, while still letting you "have it your way." There are no plans to bring back the King.

Watch the new ad below:

Comments

[Elroy Jetson]

04:38 PM on 08/25/2011

Wow, and who doesn't want a plastic faced, crowned, dressed up pervert with a burger in hand running after you? Do they really want to use "mom" instead? Seems I remember mom always telling me to stay away from fast food joints. If there really is a burger king that has those plentiful, fresh crispy ingredients - it sure isn't in my town! I like the burgers, but the stores here are among the dirtiest restaurants in town. Yep, now I understand, this is the Fast Food that mom always warned me to stay away from.

[Left of Right]

10:26 AM on 08/24/2011

GaDaffy can be his replacement. Heard he's looking for a new gig!

[El Chingaso]

06:55 AM on 08/24/2011

Food + fantasy = very, very unhealthy Americanos. Will this country ever learn...that such processed chemicals, salts, and dyes -- despite the cartoonish packaging -- is very, very bad for you? If not, step on a scale and evaluate that bloat around the waistline.

[YoureSoShain]

01:30 PM on 08/23/2011

I love these chains think simply adding avocado somehow makes everything ok.

[onnozol]

08:26 PM on 08/22/2011

I love the King. Can't help it, he is hilarious. I am seriously contemplating being the King for this years renaissance festival. So. Much. Fun.

[JustTheFacts4Me]

12:14 PM on 08/22/2011

Apparently, they only recently did research regarding how creepy that King was - of course they might have started by watching the commercial when it came out. That "King" looked like a psychopathic pedophile. Gross.

[Connie Markley Boppre]

08:35 AM on 08/22/2011

thank goodness the king is gone. talk about a creepy mcreepster !

[charlie smerlick]

07:41 AM on 08/22/2011

Don Draper would have gotten rid of the king a long time ago.I'm not quite sure he would have jumped onto the healthy food angle right away.

[jonnyfrog]

11:58 PM on 08/21/2011

Purely by coincidence, on a whim I tried a "California Whopper" today. Blah. No, really blah. The State of California should file suit against BK for degrading the integrity of the good products that come from the Golden State. Slapping some blah avocado dip on a bacon cheese burger doesn't make it California anything. Getting rid of the King for some fake homey image is a shame. BK is what BK is- fast food- piles of meat & cheese- an image they should embrace, and a market that loves that. Me, I prefer Burgerville.

[narfpaul]

07:37 PM on 08/21/2011

It horrifies me that fast food restaurants get away with words like fresh and healthy. For the record the California Whopper has over 800 calories in it. Add a small fry and a small regular coke and you are pretty close to consuming your recommended daily caloric intake.

http://www.bk.com/page_templates/whopperbar/pdf/nutritional.pdf

I don't see a difference between this and changing the surgeon general's warning to something about the healthfulness of cigarettes.

[cameron d]

06:55 PM on 08/21/2011

Healthy food is great when it's fresh and delicious. Has anyone had anything fresh or delicious at a corporate fast food place?

[frank day]

01:39 PM on 08/21/2011

Fresh and Healthy Food at Burger King???

Yeah. Sure, whatever.

[gypsysailor]

11:44 AM on 08/21/2011

It's about time that Mardi Gras clown was done away with. What a creep show.

[PrettyBaBy]

09:52 AM on 08/21/2011

Never did like the King. That mask is creepy and terrifying, and gives me nightmares.

[zenju2]

07:18 AM on 08/21/2011

BK's "Have Breakfast With The King!" always sounded like a creepy pick-up line in a bar...