On Sunday evening I saw a commercial for new Burger King commercial for (I think) its new Chef's Choice Hamburger. The commercial was very similar to the other Burger King spots recently created by McGarryBowen.
While the latest round of advertising is very nice, there is one major problem with them - the Burger King experience is a far cry from its advertising. The part that really jumped out at me was the facsimile signature from their executive chef. The idea of Burger King is already embedded in our brains and few think of it in such a manner.
The advertising is only as good as the product itself. Or as William Bernbach famously said, "a great ad campaign will make a bad product fail faster."