The nation's number 3 fast food chain has a new tagline, "Exciting things are happening at Burger King."
If by exciting they mean a menu that includes the same salads, snack wraps and drinks its largest competitor introduced years ago and an advertising campaign that uses recycled celebrities in entirely predictable ways, then maybe Burger King execs need to get out more.
This is just one of the new spots Burger King created to push their new, expanded menu. (You can see the full campaign here.)
I applaud the effort. Burger King was losing share by promoting their traditional menu through the juvenile advertising efforts of CP+B.
It's just that this effort doesn't go far enough.
You can't catch up by just copying the leader. You need to be bold, different and interesting. None of Burger King's new products nor any of its ads are any of those things.