Burger King tells Singaporeans to stand up for themselves and never chicken out
Burger King is empowering Singaporeans to stand up for what’s right and to “Never Chicken Out” in a new campaign out of Publicis Singapore. The campaign was launched with a spoof of one of Singapore’s most talked about video where a cheating boyfriend gets hit in the crotch. “Chicken” is inserted into this conversation and helps the man stand up for himself.
The second spoof involves the Ulu Pandan Bear stunt which caused the Singapore zoo to mobilize trackers with guns, police cordons and search parties. Guns in Singapore? Not good. So it sets the stage for Chicken vs Bear.
This is a start of the Never Chicken Out conversation and it’s carried through in MRT where “Chicken” teaches you how to deal with inappropriate train behaviour like farting and pretending to fall asleep so you don’t have to give up your seat for the elderly.
Philip Ho, Head of Marketing of Burger King Singapore said: “We played on the double meaning of our new campaign tagline, ‘With The King, You’ll Never Chicken Out!”, to communicate our brand promise, “Have It Your Way”, that our consumers will always get to enjoy true chicken variety at Burger King and, at the same time, took the opportunity to empower Singaporeans to stand up for their own beliefs or rights and not be sidelined”
Calvin Soh, Vice Chairman and Chief Creative Officer Publicis Asia, said, “Chicken is very wise. I am currently applying his teachings to my marriage.”
This article first appeared appeared on Stomp, Singapore’s main paper’s website.