its new CEO Bradley (Brad) Blum set about reversing the fortunes of the company's advertising programs. The company reinstated its famous Have it your way motto and engaged Miami-based advertising agency Crispin Porter + Bogusky (CP+B), which was known for having a hip, subversive tack when creating campaigns for its clients. CP+B updated Burger King's image and changed its marketing strategy. The cups, bags and the company logo were redesigned with the intent to give BK an appealing, culturally aware and modern image. Humorous statements, claims and product descriptions were printed on bags, product packaging and on in-store promotional materials, including a Burger King Bill of Rights, using the slogan Have it Your Way. CP+B created an advertising campaign that focused on television spots, print, web and product tie-ins. CP+B reinstated the Burger King character used in the 1970s and 1980s for the Burger King Kingdom advertising campaign. The character was redesigned as a caricature of the original, now simply called the Burger King or just the King. The new incarnation replaced the singing and dancing Magical Burger King with a miming actor who wore an oversized, grinning plastic mask resembling the original actor who played King. Employing the practice of viral marketing, CP+B's advertisements generated significant word of mouth and a new use of what has become known as the Creepy King persona, an appellation that CP+B used in later advertisements. In April 2009, a CP+B advertisement for Burger King's "Texican burger" was removed from television because it caused an international uproar over insults to Mexico. After purchasing the company in 2010, 3G Capital ended Burger King's relationship with CP+B and engaged the services of McGarryBowen. In August 2011, McGarryBowen produced its first Burger King campaign, which was for the California Whopper sandwich. The advertisements were the first in a campaign that de-emphasized the King and focused on ingredients and preparation methods. In 2017, Burger King briefly ran an ad to intentionally activate Google Home smart speakers. The end of the commercial featured an employee saying "OK Google, what is the Whopper burger," which would trigger the device to read the first sentence of the Wikipedia entry for the Whopper. Shortly before the ad's release, the entry for Whopper had been edited to include lines such as "America's favourite burger" and "100% beef with no preservatives". Although the ad worked for a while, after a few hours the commercial