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Workers Like It Their Way With BK

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NEW YORK Crispin Porter + Bogusky's first work for Burger King since gaining the $300 million account in January shows office workers divvying out BK sandwiches customized to their specifications and brings back the 30-year-old tagline, "Have it your way."

One spot by the Miami shop, which broke yesterday, shows a group of workers in an office break room passing around BK burgers with various specifications such as "double lettuce." When they reach a burger that has "no lettuce, extra ketchup, double bacon, double mayo and two extra beef patties," an employee in a blue shirt proclaims loudly, "Is it mine? 'Cause I'm the champion?" and struts around the room.

A second spot, breaking today, shows a similar situation. When a worker accuses another of copying the specifications of his burger, the suspect pauses before finally admitting that he did. Martin Granger of Moxie Pictures in Los Angeles directed both spots.

CP+B personnel that worked on the spots included executive creative director Alex Bogusky, creative director Andrew Keller, associate creative director Rob Reilly, art director Tony Calcao, and copywriters Rob Strasberg and Tom Adams.

Miami-based BK abruptly shifted creative duties on its roughly $300 million advertising account to CP+B, owned by MDC Partners, from six-month incumbent WPP's Young & Rubicam, New York, without a review. Y&R's advertising played up Burger King's flame broiling with the tag, "The fire's ready."