Subservient Chicken Returns -- and Disappears -- in New Burger King Campaign

Code and Theory, David Bring Back Fast Feeder's Infamous Bird

Published On
Apr 28, 2014

Editor's Pick

Burger King's celebrated spokes-fowl, the Subservient Chicken, is back in a new integrated effort created out of Code and Theory, David and Horizon media. Ad Age yesterday reported the return of the famous icon, who has already appeared in print ads, a newly tweaked site, both out of Code & Theory, and will also be the subject of new film to be released later this week, created out of WPP's David.

The chicken was created in 2004 out of Crispin, Porter & Bogusky and appeared on, created out of The Barbarian Group, with footage directed by MJZ's Rocky Morton.

Back then, the site featured a single window with a livecam trained onto the Subservient Chicken standing in a seedy-looking living room. A simple command field underneath allowed users to order the chicken to do whatever it was they wanted -- dance, sing, build a pillow fort. In essence, it illustrated the fast feeder's "Have It Your Way" tag in a fresh, modern and interactive way.

Now, when visitors go to the site, they'll find that the chicken is missing and is unable to perform its fun tricks. A print ad running in publications such as the Los Angeles Times, the New York Times, the Chicago Tribune and the Houston Chronicle, as well as BK's social media posts tease the new effort, which will continue in a new film created out of David to be released on Wednesday.