Created by Crispin Porter & Bogusky of
'Subservient Chicken' fame, the interventions parodied the self-help
movement's use of affirmations by providing users with a list of humorous
alternatives – including '"Stop Spreading Companywide Emails" and "Stop
Wearing Underwear All The Time". Users could also submit their own
suggestions for new Interventions, which would be added.
As with Burger King's Subservient Chicken
campaign, the reasoning behind Angus Interventions was that people would
spread the word about this site because it was humorous, and because it was
customizable to fit their own lives, according to Jeff Benjamin, creative
director at Crispin Porter & Bogusky. "We learned from Subservient Chicken
that people want to be able to customize what's happening. When we
originally concepted it, we didn't have so much customization. We were going
to use real voice clips, but we decided it would be more interesting if Dr.
Angus could say what you wanted him to. The added customization made the
intervention make much more sense," he said.
The campaign was meant to be a
branding vehicle, but it's also meant to
work in concert with TV and radio spots to increase the Burger King brand
presence, Benjamin said. "You'll play with Dr. Angus online, then see a TV
spot, and that sort of brand presence means that much more to you. These
things are there to work together to sell in the long run."
Both 'Subservient Chicken' and 'Dr.
Angus' campaigns targeted the elusive and highly coveted segment of 18- to
34-year-old men, a group that is often considered resistant to traditional