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Whatever your opinion of the relationship between Burger King and Crispin Porter + Bogusky—and their abrupt break-up late last week—it’s hard to deny that their work together helped usher in a new era of advertising. From the iconic Subservient Chicken campaign of 2005 to the surreal Adult Swim/frat-boy humor of day-to-day BK advertising, CP+B brought bizarreness and balls-out experimentation into mainstream marketing. Unfortunately, the approach never quite proved its worth, as BK continued to drift further behind McDonald’s in market share and revenue growth.