MIAMI Burger King Corp. is breaking a new TV spot with Sean “Diddy” Combs announcing that the chain’s U.S. restaurants will be open until 2 a.m. or later Thursday to Saturday starting June 5.
In “Diddy's Way,” directed by Spike Lee, Diddy discusses the late-night strategy with an actor playing Burger King’s chief executive. When Diddy announces, “BK is open late,” crowds of customers rush to Burger King restaurants for a late-night meal.
Burger King signed Diddy in October 2006 to star as the chain’s “Late Night Ambassador” in a multiyear campaign.
In addition to the TV spot, Burger King will promote its extended hours in select markets with sponsorship- and consumer-engagement initiatives at music festivals, and with in-venue advertising and distribution of BK Crown Cards in nightclubs and bars.
Burger King has more than 11,400 units worldwide.