• Associated Press via abcnews.go.com, Monday, June 18, 2007 10:30 AM

Burger King has rolled out a new TV ad that features Sean "Diddy" Combs late-night snack search and visit to the mansion of Burger King's chief executive, who greets him in robe and pajamas. In it, the CEO (played by an actor) takes Combs and Co. to a Burger King and opens it up for them.

The spot is meant to illustrate some of the changes -- such as staying open late -- that the fast-food chain has made to help the brand overcome years of weak results. "We've cleaned up a lot of issues and really built ourselves a very solid foundation from which it is much easier to grow," says real CEO John Chidsey. The company has also gone with a marketing campaign featuring a grinning, bearded king, along with the classic "Have it Your Way" tag. It also usesSpider-Man and SpongeBob Squarepants as ad vehicles.

"Burger King, because it had so many management teams, it had so many advertising agencies, so many different strategies, I think the consumer was very confused," Chidsey says. "So bringing back the king, bringing "Have it Your Way" back, lots of things like have certainly helped people talk about the brand again."

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