Brad Lubin directs Burger King's latest campaign to unveil its new range

Burger King unveiled its new crispy chicken burger as a permanent menu item with a quirky and funny campaign.

The spot, conceptualised by BBH and directed by Brad Lubin, features Jim from Wanstead, a regular "bloke" who takes a bite from the burger while everyone watches him and he declares at the end, "That's alright to be fair...tastes like a proper bit of chicken."

Jim won the #BK20Kbite competition and was awarded a cash prize of £20k.

Burger King earlier revealed its first work after surprise appointment of BBH London as creative agency.