The King Is Dead, as BK Cooks Up ‘Food-Centric’ Ads

First spot hawks California Whopper

Avocados, tomatoes, lettuce and beef are in. Regal mascots with oversized plastic heads are out. That's the new direction of Burger King advertising under Mcgarrybowen, with new work launching this weekend ahead of Monday's rollout of the new guacamole-filled California Whopper—a sandwich that sounds like it might inspire grudging respect rather than lust. The King had a good run after being reintroduced by Crispin Porter + Bogusky in 2004. But his reign is over. "That's not to say that in the future, we don't introduce him in some other form," BK rep Miguel Piedra tells the Chicago Tribune. "But our new marketing approach is more food-centric." UPDATE: The first ad is below. It certainly is … uh, pretty? A source tells us this is a tactical spot for the new sandwich only, and that the big relaunch campaign is still a month or two away.