You know the one. You’re sitting on the couch, maybe half-watching a playoff game, and suddenly it hits. Whopper, Whopper, Whopper, Whopper. It’s flat. It’s kinda off-key. It sounds like your neighbor singing in the shower if your neighbor was weirdly obsessed with flame-grilled beef.
Honestly, it’s the ultimate earworm. It’s also caused a massive amount of internet detective work because the voice is so distinct yet remains strangely anonymous in the actual ads. People have guessed everyone from Craig Robinson (Darryl from The Office) to Sam Richardson. But the real answer is actually way more interesting than a celebrity cameo.
Who Sings the BK Song?
The man behind the "You Rule" campaign—and the voice that’s been living rent-free in your brain since late 2022—is a Brooklyn-based artist named Will Crown.
Crown is the lead singer of the group Crown and the M.O.B. (which stands for Message of the Blues). If you haven't heard of them, don't feel bad. They’ve mostly occupied the underground hip-hop and R&B scene for years. They aren't exactly Top 40 mainstays, which is exactly why the vocals feel so "real" and unpolished.
How did a Brooklyn rapper end up as the voice of a multi-million dollar burger campaign? Basically, it was a fluke.
Crown was just hanging around the studio while the ad agency, O’Keefe Reinhard & Paul (OKRP), was working on the tracks. They were already messing with the Burger King spot and asked him to give it a try. He stepped into the booth, laid down some vocals, and the rest is marketing history. It wasn’t a planned "star" turn. It was just a guy in the right place at the right time with a voice that sounded human instead of corporate.
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Why everyone thought it was Craig Robinson
It’s an easy mistake to make. Craig Robinson has that deep, soulful, slightly comedic timber to his voice. Plus, he’s done plenty of commercial work before. When the ads first dropped during the NFL season, Reddit went into a tailspin trying to confirm it was him.
But Robinson eventually had to clarify it wasn't his work. The confusion actually worked in Burger King's favor; the more people debated who was singing, the more they talked about the Whopper.
The Mystery of the "Talk-Singing" Style
There is a technical reason why who sings the bk song became such a huge question. The style is what musicians call "Sprechgesang"—a mix of talking and singing.
The agency behind the ad worked with Beacon Street Studios to create a melody that was intentionally simple. They didn't want a Mariah Carey belt. They wanted something anyone could hum. In fact, they reportedly went through over 100 takes and dozens of permutations before settling on the version we hear today.
"The melody doesn’t demand much vocal range... it’s by design." — Matt McNulty, OKRP Art Division.
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By keeping the singing slightly "bad" or flat, it feels accessible. It feels like you are the one singing it. That is the core of the "You Rule" slogan. It’s about the consumer, not the brand.
Will Crown’s Other Work
Will Crown isn't just "the Burger King guy." He’s a veteran of the U.S. Air Force and has used his music to talk about some pretty heavy stuff, like homelessness and social issues in Brooklyn. His song "Foster Kid" was even featured in the Showtime series The Chi.
He’s also worked with New Amsterdam Spirits. He's a pro who just happened to strike gold with a jingle about "perfect toppers."
The Legacy of the Whopper Jingle
It’s rare for a commercial song to actually become a hit on its own. Usually, we're trying to skip these things.
Yet, Burger King actually released "Whopper Whopper" on Spotify. It has racked up over 10 million streams. Steve Aoki even did a remix for the VMAs. Think about that: a world-famous DJ remixed a song about a $6 burger.
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The song works because it’s an interpolation of the original 1970s "Have It Your Way" jingle. It taps into nostalgia while being modern and meme-able. Whether you love it or want to throw your TV out the window every time it comes on, you can't deny it worked.
Actionable Insights: Why This Matters for Branding
If you're looking at why this campaign exploded, there are a few takeaways:
- Authenticity over perfection: Crown’s "unpolished" voice made the ad stand out against glossy, overproduced competitors.
- Simplicity wins: The melody is so basic a toddler (or a frustrated football fan) can replicate it instantly.
- Embrace the meme: Burger King didn't shy away from the fact that people found the song annoying; they leaned into it by releasing it on streaming platforms.
If you’re still humming it, don’t worry. We all are. It’s just Will Crown doing his thing, making sure you don't forget that you, in fact, rule.
Next Steps for the Curious:
- Check out Crown and the M.O.B. on Spotify to hear Will Crown’s actual musical style outside of fast food.
- Listen to the original 1974 "Have It Your Way" jingle to see how closely the new melody mirrors the classic.