What can make a monarch turn insane? Burger King believes it is more meat in burgers. One of the biggest fast-food chains unveils a promotional campaign for  Steakhouse XT, which has 30% more meat then a regular burger.

The campaign introduced a new spot «The King’s Gone Crazy«, where the iconic figure of the brand is delivering the burger himself as fast as possible. The King is so happy to treat consumers with the new product that is ready to break all the rules of royal etiquette.

The Crispin Porter + Bogusky agency, the Tool of North America studio and director Geordie Stephens were the ones who drove the king crazy.