CP+B took the viral ad way mainstream this year with the unlikely combo of fast-food client and docile, garter belt-wearing chicken. "Subservient Chicken" is the barely-branded website that infected the online community with a need to unleash their domineering side in the name of customization and simultaneously set a new bar in the interactive category. Clicking on the much e-mailed link reveals a chicken-clad person in a minimally decorated apartment above a text field reading, "Get chicken just the way you like it. Type your command here." Just provocative enough for those naughty-minded people, the site sheds some innuendo on Burger King's slogan "Have it your way" and gives the brand a lot more personality. The bird will dance an Irish jig, do cartwheels, read and play air guitar in front of the grainy, simulated webcam. He'll also give the thumbs-up to typing its benefactor's brand into the field, but enter a competitor or get too feisty with the commands and the bird approaches the camera with a wag of the index finger. Who knew Americans were so into domination?
Client: Burger King Agency: Crispin Porter + Bogusky ECD: Alex Bogusky ACD: Rob Reilly Interactive Creative Director: Jeff Benjamin CW: Bob Cianfrone AD: Mark Taylor Agency Producer: Terry Stavoe Production Company: The Barbarian Group Executive Producer: Rupert Samuel Interactive Production Company: The Barbarian Group EFX Producer: Dave Rolfe