MIAMI Sean "Diddy" Combs makes his first appearance as Burger King's "Late Night Ambassador" in a new TV spot promoting the chain's extension of dining hours to midnight or later.
The spot, titled "CEO to CEO," takes place after midnight, when Combs craves a burger but discovers that the Burger King restaurant is closed. He wakes up a fictional CEO of the chain, who drives him to the restaurant and opens the door for Combs and his entourage.
The chain's decision to extend late-night hours comes amid increasing competition in that daypart.
Paul Hunter, known for his work with singers Gwen Stefani and Justin Timberlake, directed the ad. Burger King hired Combs last October as its spokesman for a multi-year campaign.
Marketing support for the new hours also includes packaging with a late-night theme.