After years of relying on conventional banner ads and showy Web pages driven by the latest technology, ad agencies are working to create branded content consumers want to watch — and hopefully pass on to their friends.

“We had sort of lost focus on the content and the concepts behind the sites. Now I feel like we’re at the beginning of a Renaissance,” said Jeff Benjamin, interactive creative director at Crispin Porter + Bogusky.



The Miami ad agency, controlled by Toronto-based MDC Partners Inc., launched a bizarre but intriguing Web site last month to promote Burger King’s Tendercrisp chicken sandwich.



The site (http://www.subservientchicken.com) shows a sparse, windowless apartment where a person dressed as a chicken will do whatever is asked. Type “jump,” “fly” or “lay an egg” and the chicken will attempt to do it, as if in real time.



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