Has the Burger King jumped the shark?

So the King has been on hiatus for a while, but he's resurfaced recently to steal the blueprints for the McMuffin. When I first saw the TV commercial, it left me wondering if the king was starting to get stale.

First, I think the commercial is pretty funny. Plus the premise is strong -- there isn't anything special about BK's breakfast sandwich (and neither is McDonald's), but the difference is that BK's is just a buck!











The fact that the King is bold enough to do a break in -- and ride a crotch rocket, no less -- gives him some new edge. As a matter of fact, I think this solidifies a strategy of making BK's brand resonate with a different target than McDonalds. Let MickyD's have the moms and kiddos, and BK will take everyone else who's cool.

In the end, I think this new King commercial isn't the shark jump* and I hope that time is still far, far away. I applaud BK and CP+B for sticking to this strategy. Too many times, clients and agencies get the one-year itch and want to change the campaign just for the sake of boredom or revenue. For the rest of the world, we're just getting to know the King better and developing a deeper connection each time he returns.

*Just in case you're wondering what "jump the shark" is all about...http://www.urbandictionary.com/define.php?term=jump%20the%20shark