Burger King Commercials are Creepy

First there's nothing better than a Whopper...I love them. The way the mayo combines with the ketchup and tomato...and the flame broiled taste....ooohhhh...I'd love to eat one right now.

The problem is the Burger King commercials creep me out! Now, every time I eat a Whopper I'm thinking about the creepy guy in the mask. Am I missing something? Is there some underlying reason why they keep using the creep, I mean the "King" in their commercials?

What am I missing here?