Who is the Burger King Ad Guy?

Who is the Burger King Ad Guy?

Unmasking the Silent Mascot with the Royal Grin

(By Javier Guerra)

Since the mid-2000s, the Burger King ad campaigns have featured a surreal and silent mascot known as “The King.” Dressed in regal robes and a plastic molded mask with an eternally grinning face, this oddball character helped usher in a bold new era for fast food marketing.

The mascot, however, wasn’t a completely new invention. A version of the Burger King character dates back to the 1950s, appearing in early signage and kids’ promotions. But the version that truly entered pop culture debuted in 2004, reimagined by the Miami-based advertising agency Crispin Porter + Bogusky (CP+B). The redesigned King made his first appearance in the campaign titled “Wake Up with the King,” where he silently appeared in bed next to unsuspecting people offering them breakfast sandwiches.

One of the things that made The King so memorable was the creepy, exaggerated smile and his unnerving silence. The weirdness worked—audiences were intrigued, and Burger King saw increased buzz and visibility. But behind the unsettling mask, there was a real person helping bring this marketing character to life.

The original actor who portrayed The King in the 2004 reboot of the character was Paul Ashley, a comedic actor and stunt performer. However, the most prominent and widely recognized performer behind the mask was Mitch Cohen.

Mitch Cohen was a college football player-turned-actor and stuntman. With a sturdy build and an expressive physical presence, Cohen was the perfect silent performer to embody the role. His athletic background allowed him to pull off the odd, exaggerated movements that made the King such a captivating visual figure.

While Cohen was never heard speaking in the commercials, his physical comedy did all the talking. Whether peeking through windows, appearing in backyards, or posing with athletes like NFL quarterback Drew Brees, Cohen made the King a surreal and unexpected guest in people’s daily lives.

“Wearing that mask was not easy,” Cohen once said in an interview. “You’re relying completely on body language, and you have to be okay being totally anonymous while people either laugh or scream.”

The 2000s-era Burger King ads marked a major departure from traditional fast food advertising. Instead of clean, family-friendly spots, The King’s appearances were surreal, often borderline creepy, and definitely viral before that was even the norm.

The King didn’t speak. He just showed up. In one memorable commercial, he’s lurking outside someone’s window. In another, he appears in a football locker room, nodding approvingly while holding a Whopper. These surreal gags turned what could have been a cheesy mascot into an enigmatic icon.

Ad Age called it “one of the most effective brand transformations in years,” and the campaign even won multiple Clio Awards.

Eric Hirschhorn, the former Chief Marketing Officer for Burger King, said in a retrospective:

“The King became more than a mascot—he became a pop culture character. We weren’t just selling burgers. We were selling an attitude.”

The choice to go with surreal comedy paid off. At a time when social media was just beginning to flourish, fans began sharing clips and images of the King, turning him into a meme years before most brands understood the power of viral content.

The unforgettable Burger King mask was custom-designed by makeup and effects artist Tony Gardner of Alterian Inc., the same artist behind creature and special effects for films like Zombieland and Hocus Pocus.

The mask was intentionally unsettling. Its plastic smile was frozen in a delighted yet deranged expression, and its eyes remained vacant and glassy. The contrast between the royal regalia and the King’s surreal grin gave off a cartoonish-meets-nightmare vibe.

Gardner said in a 2017 interview:

“We weren’t trying to make something terrifying. We were aiming for weird and funny. The result just happened to make people nervous in a way they couldn’t look away from.”

It worked. People were talking, sharing, and parodying the character across online platforms.

The Burger King ad guy didn’t just stay within the boundaries of commercials. He was featured in video games (Sneak King for Xbox), comic sketches (Saturday Night Live parodies), and even celebrity appearances. At one point, The King crashed the 2006 NFL Draft and posed with ESPN analysts on live television.

The character also became a recurring theme in internet humor. Fans photoshopped him into classic movie scenes, presidential debates, and even space photos.

Twitter accounts and fan pages dedicated to the King began popping up, with captions like:

“He’s not the king we wanted, but he’s the king we deserve.”

A Reddit user once commented, “That guy showing up with a breakfast sandwich in bed is the most threatening form of hospitality I’ve ever seen.”

By 2011, Burger King had begun shifting its marketing strategy away from The King. Executives at the time felt the mascot had overshadowed the actual product. They wanted to focus more on food quality and less on viral antics.

Alex Macedo, Burger King’s former senior VP of marketing and product innovation, said:

“We had a lot of fun with The King, but at some point, we realized we needed to remind people about our burgers again.”

But nostalgia has a funny way of reviving things. In 2015, Burger King brought back The King in a series of new ads, this time with a more self-aware twist. The character remained mute, awkward, and somehow still hilarious.

In a comeback commercial, The King sits courtside at a boxing match, fist-bumps people, and simply nods. No words—just the presence.

While Mitch Cohen remains the most well-known man behind the mask, he is far from the only one to don the robe and crown over the years. Several stunt performers and physical actors have stepped into the King’s shoes for promotional appearances, sports commercials, and pop-up events.

But none have become as closely associated with the role as Cohen. And despite the mystery, Cohen embraced his anonymity.

In a rare quote given to Fast Company, Cohen said:

“I’m just glad I got to be part of something that made people laugh—even if it freaked a few of them out.”

The King’s legacy proves that you don’t always need dialogue to make an impact. A good mask, smart advertising, and a bizarre sense of humor can turn a burger mascot into a meme-worthy icon.

The Burger King ad guy, with his eerie smile and silent presence, represents a fascinating chapter in the world of advertising. Far from a typical brand mascot, The King blurred the lines between parody and promotion, between mascot and meme.

He was played by real people—especially Mitch Cohen—who used body language and physical comedy to create a surreal but memorable character. And thanks to bold campaigns, outlandish commercials, and cultural crossover, The King isn’t just a marketing gimmick anymore. He’s a pop culture relic.

Whether you found him creepy, hilarious, or somewhere in between, The Burger King guy left his mark. He didn’t say a word.
He didn’t have to.

Long live the King.

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