Don't get me wrong, I love the creepy Burger King (It did take me a while, but I got used to him once they spliced him into NFL footage and he squared off with Darth Vader), but I think that the Burger King company has got it a bit wrong. According to a high ranking marketing official from BK that I heard speak at a Kid Conference not long ago, the consumer target that these ads are being made for is men and women, ages 18-34.
The challenge - can you find a woman that digs this creepy King? I haven't yet. I always gave these ads a pass because I figured I was'nt the target and that I had to be a teenage guy to really dig them. Well, if the target includes my Wife and other women that I know in their late 20s and early 30s, I can't see how Burger King can honestly say that these ads have been working.
Sometimes a funny thing about marketing people who is that they attribute results to the wrong driver for purposes of making a great press release (or enhancing their performance bonus). In this case, I'm sure the Burger King ad agency is talking about how much their campaign has helped, but what they don't mention in the press release is that new product innovation, such as chicken fries or the Eggnormous omelet had a lot more impact on the top line (and bottom line) than any homoerotic Burger King hanging out with construction workers.