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Burger King Taps Woman To Entice Men

Burger King strips down to basics and gets down to business in a new ad campaign targeting male fast-food eaters with the tagline "Got the urge?" delivered by actress Kathleen Turner.

Part of a renewed focus on product innovation, the campaign unveils the Miami-based burger chain's new "X-treme Double Cheeseburger."

In a spot breaking Monday tonight, Turner turns on the steam in a voiceover with talk of "lots of meat" and being "enough of a man" to eat the new burger. Turner, whose film credits include Body Heat, has recently been heating up the London stage, where she appears nude in a production of The Graduate.

The ads, which retire Burger King’s "It Just Tastes Better" campaign, aim to reflect a menu strategy designed to bring bigger, beefier sandwiches to the No. 2 hamburger chain. The new work, via Lowe Lintas & Partners, New York, features two 30-second spots — "Symbol" and "First Time" — slated to air on primetime shows such as King of Queens, Everybody Loves Raymond and Third Watch.

Supporting TV and radio efforts target African-American and Hispanic markets with work by UniWorld and Bromley Aguilar, respectively.

The campaign, which restaurant operators previewed Monday at the company's annual franchisee meeting, is the latest since last fall, when the restaurants played up service by showing how far employees would go to give customers what they want. The campaign lasted about six weeks before being shelved.

Last week, the company named Stefan Bombard as senior vp of marketing for North America. Bombhard, 33, filled a post left vacant since Jim Watkins exited last fall for Beringer Wines.


Theresa Howard, April 10, 2000, Adweek Online

Copyright © 2000 Adweek and BPI Communications Inc.. All rights reserved.