Angelia Seetoh
Jan 17, 2011

Burger King’s new Chicken doesn’t chicken out

SINGAPORE – Burger King’s launch of eight chicken variety burgers sees the creation of a chicken that stands up for what’s right.

Burger King’s new Chicken doesn’t chicken out

A chicken, conceptualised by Publicis Singapore, is empowering Singaporeans to stand up for what’s right and to 'Never chicken out'.

This chicken is the opposite of the Subservient Chicken created for Burger King some years ago, which does everything it's commanded to do.

The chicken makes an appearance in a spoof of one of Singapore’s most talked-about citizen videos of a cheating boyfriend who gets hit repeatedly on the crotch by his girlfriend.

It also makes an appearance in two other installments featuring the Philiips bear incident, and how to deal with someone who steals a cab from you.

Philip Ho, head of marketing of Burger King Singapore, said, "We played on the double meaning of our new campaign tagline, ‘With the King, you’ll never chicken out!', to communicate our brand promise, 'Have it your way', that our consumers will always get to enjoy true chicken variety at Burger King. At the same time, we took the opportunity to empower Singaporeans to stand up for their own beliefs or rights and not be sidelined."

Calvin Soh, vice-chairman and chief creative officer Publicis Asia, said, "Chicken is very wise. I am currently applying his teachings to my marriage."

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