CP+B Extends BK’s Dr. Angus to the Web

NEW YORK The Atkins Diet meets Saturday Night Live‘s Jack Handey on a new Web site from Crispin Porter + Bogusky that is designed to promote Burger King’s Angus Steak Burger.

The site, which features campy motivational devices such as the sounds of waterfalls and birds chirping, plugs the faux “Angus Diet” from Dr. Angus, who is played by British comedian Harry Enfield in the latest effort for BK.

Throughout the site (angusdiet.com), Angus offers disclaimers like, “It’s not a real diet, it’s more of a lifestyle plan. But then again, I’m not a real doctor. … Finding pleez-sure, finding joy, this is the pursuit of the Angus Diet.”

“It’s meant to feel very motivational,” said Jeff Benjamin, a creative director at MDC Partners-backed CP+B in Miami. “We want people to look at it and have fun and laugh.”

The TV spots, which broke last Wednesday, star Angus and include the URL. One carries a toll-free number, which also directs callers to the online component, said Benjamin.

CP+B teamed with The Barbarian Group, an independent interactive shop in Boston, and Oddcast, a New York-based technology company, to develop the Web site.

Visitors to the site can personalize and e-mail “Angus Interventions” to friends, advising them to “Stop pretending you know how to play the guitar” or “Stop being whipped,” among other things. There currently are 15 interventions on the site, and CP+B plans to add 40 more, including ones that will resonate with the ad community, like “Stop trying to win awards,” said Benjamin.

The online effort follows BK’s buzz-inducing Subservient Chicken stunt, which launched in April and had a person in an elaborate chicken suit acting out commands entered by Web surfers.

“The idea was never to recreate Subservient Chicken. It’s just to do advertising, which is just as good as that. Hopefully it will be just as viral as the other stuff that’s been done,” said Benjamin.

If CP+B is not, somebody else is re-creating it. A spoof site that recently popped up, subservientpresident.net, features a George W. Bush-masked man following people’s typed requests, albeit badly.

“I think it’s cool,” said Benjamin. “Any time we do something and it makes its way into pop culture, it’s kind of fun to see.”