If you’ve seen this already, sorry to make you watch it again – or sorry period, really.  I’ve seen this spot countless times, which unfortunately must mean I watch a lot of lowbrow shows that fit Burger King’s target demo.  And every time I see it, I admire Crispin Porter + Bogusky’s ability to get people’s attention and to get them talking.  Heck, I’m writing about it now.

But will this spot sell more cheesy tots?  Will tongue-out-of-cheek references to pesky “morning wood” help sell more deep-fried potatoes filled with processed cheese (I know, I know.  The whole concept sells itself really.)

Only time will tell.  To me this campaign is long on talk value and humor, but it lacks the underlying brand strategy that made “Subservient Chicken” such an utterly brilliant, game-changing idea for a stagnant industry.  The kinky chicken let you “have it your way,” driving home one of the brand’s core messages at the time. What does “Morning Tongue” accomplish?  Well, I think AdRant’s headline says it best.      

What do you think?  Is it “Subservient Chicken” brilliance, or just more “Big Buckin’ Chicken” hipster humor with little relevance to the brand?

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