retain its status as a premiere franchisor and foodservice operator. This sets the stage for what was to become an extraordinarily bold marketing idea. Once DMB&B obtained the Burger King account, it proceeded to recruit a host of ad agency creative types to high level executive positions with the firm; about $1 million was added to DMB&B's creative department budget for that purpose (Lafayette and Levin, 1989). The break the rules campaign, produced by DMB&B, followed hard upon Burger King's shifting of the account. It was described by Burger King executives as an update or more exactly "contemporary reprise" of the have it your way slogan of the decade of the 1970s (Landler and DeGeorge, 1990).
The intended hallmark of the break the rules campaign appears to have been psychological subtlety but with a highly personalized edge, which is to say a celebration of what might be broadly called customer service. This, at any rate, was the judgment of observers of the campaign, as will be made apparent hereafter. It is in the subtleties that th
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