 When Crispin Porter + Bogusky took over the advertising account of Burger King in 2003, They began devising a caricatured variation of the Burger King character from the Burger King Kingdom advertising campaign, now simply called "The King".During the use of CP+B's new version of the King, ads generated significant word of mouth for its new use of what various trade publications and Internet articles labeled "the Creepy King" persona, an appellation that BK came to favor and CP+B's used in its ads.The farcical nature of the program led to the King becoming an internet meme frequently portrayed as a fiend with monstrous intents, in addition to starring in three video games published by Burger King in late 2006.