 To promote the product line and concept, Burger King commissioned New York based agency D'Arcy Masius Benton & Bowles to create a series of "BK Teevee" ads featuring MTV VJ Dan Cortese.The tag line developed for the promotion was "BK, I love this place".The advertising program was designed as part of a back to basics plan by Burger King after a series of disappointing advertising schemes including the failure of its 1980s "Where's Herb?"