CP+B Takes a Swing at Burger King

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Office mates order out.
Miami agency Crispin Porter + Bogusky had to become one of the hottest creative shops in the country before landing the big ticket client in its own backyard -- Miami-based Burger King, which awarded its $320 million account to CP+B last month. The agency becomes the fifth agency in four years to take on the volatile client, which spends more on measured media each year than all of the shop's current clients combined. Those that have gone before include Y&R/New York, Amoeba, McCann-Erickson, Lowe & Partners, and -- as long as we're counting -- Deutsch/L.A., which took a crack at a value menu promotion in 2002.

In CP+B's first outing, Burger King returns to a tagline first introduced in 1974: "Have it your way." The spots themselves, directed by Canadian Martin Granger via Moxie Pictures, are similar in tone to the hit British television series The Office, in which co-workers are captured, documentary-style, with awkward silences and all. In one of two new spots, office workers divvy up lunch and one discovers that another has copied his custom burger. Most of the commercial is spent waiting for the latter's response to the accusation. In the other, a David Brentish employee declares himself the "champion," based on his over-the-top taste in burgers.

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