Last year, Slate featured an article about Burger King's revival of the King mascot that remarked on the mocking tone of the recent advertisements. In the article, Burger King's advertising agency describes the advertisements as trying to appeal to the elusive 18-to-35-year-old male market - the "most cynical consumers out there" - by evoking "the cool uncle - the uncle who tells you how things really are, and lets you get away with a little more than your mom and dad do."
Today, MediaPost reports that Burger King, partnering with video download site Heavy.com, is sponsoring a series of free videos that can be downloaded and played on a video iPod. MediaPost calls the move "Madison Avenue's highest profile foray into the new medium yet."
In an interesting move by Burger King, some of the videos are user-generated, created by Heavy.com members who were sent Subservient Chicken and "the King" masks to use in their videos. The first result? A short video that shows a young man (wearing a King mask and robe) repeatedly requesting a Whopper at a McDonald's drive-through, giggling all the while. I'm sure the "cool uncle" approves.