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Subservient Chicken Jr. is the latest microsite from Burger King which surfaced this week. The site was done by Campbell Mithun in Minneapolis who does BK’s kids’ advertising. is a plastic hand puppet that dances around to different music tracks you select from a short list of choices and has the production value of a student portfolio project. Even if you can overlook that problem then you find the interaction on the site to be non-existent.

You can’t help but draw a comparison to Subservient Chicken and that is a whole other issue with me. The best I can say about that grossly over exalted site is that it was an idea that could only be done online but let’s cut the crap about how it redefined online advertising. Great online advertising has to be a balance between a unique creative vision that resonates with consumers but also has the commercial responsibility that these ads have to produce results. Subservient Chicken produced a lot of great press for Crispin Porter but for weeks no one knew it was for Burger King and you can see by their plummeting financials that it damn sure didn’t help them sell any more chicken sandwiches.

So while WeeMCee lacks the production value and entertaining interaction found in Subservient Chicken, it is sure to follow in it’s footsteps when it comes to the BK brand and sales figures.


  1. sdevoe

    July 18, 2006 at 8:29 am

    I am pretty sure this site was developed for the under 10 set. Thus, it has the approporiate interaction for that cognitive stage. What do you have against a site that just seeks to entertain and not necessarily re-program all minivans’ GPS systems to the local BK?

  2. burg007

    July 18, 2006 at 8:46 am

    There’s nothing wrong with dancing. But you don’t make me feel like dancing.

  3. cathrine

    July 19, 2006 at 11:49 am

    “while WeeMCee lacks the production value and entertaining interaction found in Subservient Chicken”

    You honestly think that Subservient Chicken has production value and entertaining interaction?

    The video of SC is not only of poor quality, it is slow and looks as though it drops frames. I have to say that weemcee is far more entertaining and better quality overall.

    The audience that it seems to be intended for are kids. I know that my kids enjoyed the experience. I really dont think you know what you are talking about.

    enough said, stellar work in my opinion.

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