Burger King is marketing new Halloween costumes based on its brand icons, the King and the Subservient Chicken. (The King mask was a big deal last Halloween, but this year’s offerings include deluxe editions and full regalia.) “The King and Subservient Chicken have scores of loyal fans, so it’s only natural that people want to step into their shoes to celebrate Halloween,” says BK vp of marketing impact Brian Gies. His name is just one letter different than San Diego Padres star Brian Giles, who probably feels like a subservient chicken after his team got knocked out of the playoffs by the Colorado Rockies. I dressed up for Halloween only once, at about age 6. In what I now recognize as a metaphor for the rest of my life, I went out trick or treating as Underdog.

—Posted by David Gianatasio