BK: Now with a wisecracking value menu.
"We got all the heavy lifting done, but I think we also found a fresh delivery system," executive creative director Eric Hirshberg says of the reality format, which allowed for working a lot of product talk in with the gags. In one of four new spots, Carolla rags on a guy for going to junior college, telling him he will never be a rich man and should therefore keep the value menu in mind. In another, frustrated golfers try to tee off as the menu babbles in the background. "It was a really scary shoot," Hirshberg admits, citing the work's reliance on improvisation and plain old good luck. "We had no idea what we were really going to get."