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Burger King today escalated its revival of Subservient Chicken, one of its most popular campaigns, with a documentary-style short about the rise and fall of internet luminaries, featuring a cameo by Dustin Diamond, who played Screech from "Saved by the Bell."
The video finds the Subservient Chicken suffering through in his "16th minute" of fame, until he's found by one person willing to get him back on his feet. After some training, he's back "and bigger than ever," says a voiceover in the video. He's got a new name, too: Chicken Big King, which also happens to be the name of the large new sandwich he's promoting.
The video is the work of WPP's David, which Burger King named lead global agency this week.
The chain has also reactivated the SubservientChicken.com website, although instead of a man-sized chicken ready to take orders, visitors there just find the video and encouragement to use the hashtag #ChickenRedemption. (It had been telling visitors to "help find" the chicken on digital and social media channels and to use the hashtag #FindTheChicken.)
The company began teasing the campaign on Thursday by posting an image of the chicken on Twitter, taking advantage of the popular Throw Back Thursday hashtag, writing "We miss you, Subservient Chicken."
The campaign started in earnest on Sunday when it took out half-page ads in the vein of a missing persons bulletin, asking whether readers have seen the chicken. The ads appeared in the New York Times, the Houston Chronicle, the Los Angeles Times, the Chicago Tribune and other papers.
CP&B was one of the original agencies that created Subservient Chicken, along with the Barbarian Group. "We brought back have it your way," said CP&B CEO Andrew Keller in a statement. "And the king. Leaning into brand icons can be powerful and I'm excited to see how this works out for them."