
From their experience with Subservient Chicken, Crispin Porter + Bogusky found people want to engage and control the websites they visit. CPP Creative Director Jeff Benjamin said,"We learned from Subservient Chicken that people want to be able to customize what's happening. When we originally concepted it, we didn't have so much customization. We were going to use real voice clips [in the latest effort], but we decided it would be more interesting if Dr. Angus could say what you wanted him to. The added customization made the intervention make much more sense."
We'll refer to this as another "brand toy" - a device which is created to be amusing, engaging and/ or helpful all while subtly branding. It's what's needed to amuse the "bored in two seconds, jaded, ad-hating, ad-skipping" generation.