WPP’s David Documents the Rise and Fall of ‘Subservient Chicken’ for Burger King

By Patrick Coffee 

Today Burger King dropped the first spot by its new global AOR, WPP agency David.

As a faux “where are they now” covering the CP+B original’s fall from fame and return to viral advertising, it’s about as meta as you would expect.

It’s also more than a little “Rocky”: there’s an Italian trainer; there’s an instrumental montage; there’s at least one raw egg; there’s Screech as a costumed Mexican chicken fighter.


The campaign isn’t as interactive as its predecessor; while the rollout included a series of missing person-style print ads, viewers can’t tell this chicken what to do (and yes, we know the responses were pre-recorded in 2004).

The big question, given the spot’s very open-ended conclusion and the fact that BK CMO Eric Hischorn told USA Today that “[The Chicken] will stick around going forward”: where will the sequel go?


Agency: DAVID, a WPP Agency

Chief Creative Officer/Founder: Anselmo Ramos
Art Director: Tony Kalathara
Copywriter: Russell Dodson
Head of Global Production: Veronica Beach
Senior Producer: Mariane Göebel
Assistant Producer: Cátia Nucci
Business Manager: Libby Fine
Managing Director: Paulo Fogaça
Account Supervisor: Rafael Giorgino


Production Company: Hungry Man

Director: Bryan Buckley
Executive Producer: Mino Jarjoura
Line Producer: Cory Berg
Director of Photography: Scott Henriksen
Production Designer: David Skinner
Wardrobe: Michelle Martini


Editorial Company: Cut + Run

Executive Producer: Carr Schilling
Senior Producer: Amburr Farls
Managing Director: Michelle Eskin
Editors: Jay Nelson and Issac Chen
Assistant Editor: Dustin Zimmerman 

Online: The Mill

Senior Executive Producer: Sue Troyan
Executive Producer: Enca Kaul
Executive Telecine Producer: LaRue Anderson
Telecine Producer: Natalie Westerfield
Producer: Kiana Bicoy
Production Coordinator: Jillian Lynes
Executive Creative Director/VFX Supervisor: Phil Crowe
Colorist: Shane Reed
Lead 2D Artist/VFX Supervisor: Robin McGloin
2D Artists: Adam Lambert, Chris Payne, Jalé Parsons, Scott Johnson, Scott Wilson, Ashley Forbito, Brett Lopinsky

Music: Beacon Street Studios

Producer: Adrea Lavezzoli
Mix House:  Beacon Street Studios
Mixer: Mike Franklin
Mix Assistant: Dewey Thomas
Mix Producer: Kate Vadnais