• Adweek, Wednesday, June 6, 2007 10:33 AM

A new campaign for Burger King's Western Whopper insists that there is a little cowboy in everyone. The effort, from Crispin Porter + Bogusky, is composed of three 30- and three 15-second spots to air on all the broadcast nets, along with MTV, Cartoon Network and Fox cable. There are also three radio ads and a Web site.

"For the Western Whopper, we decided that everyone has an inner cowboy," says Rob Reilly, vice president and creative director of Crispin. "And the inner cowboy is articulated through the moustache." In one, a member of a fictitious sorority sits alone and contemplates her Western Whopper as two of her sisters, both sporting blonde moustaches, watch from across the room.

Once she takes a bite and puts down the burger, she is revealed to have a dark brown moustache. That brings screams from the two others and a comment that "You're not a real blonde." The spot ends with the tagline, "Bring out your inner cowboy, cowboy."

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