Burger democratists, rejoice: As of this weekend, the creepy Burger King mascot, “the King,”  is officially dead.

Concurrent with the release of the guacamole topped California Whopper, Burger King’s new advertising agency of record McGarryBowen has dethroned the edgy monarch in favor of an approach based on health and freshness.

According to MGB, the new ads — which are set to debut this weekend — are composed entirely of  ’the sights and sounds of the fresh ingredients being washed, sliced and diced. There are no words, just pulsating music.’

Burger King’s Senior marketing VP Alex Macedo further elaborated on the modern, ingredients-based approach: “People want a reason to go back to Burger King … there are no plans to bring the King back anytime soon.” Goodbye King. You’ll be gone but not forgotten.

Watch a couple of the King’s old ads below:

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