With National Bullying Prevention Month and Halloween both out of the way, Burger King turns its seemingly inexhaustible marketing attention to Movember, the annual month-long event in which men grow mustaches to raise awareness of men’s health issues.

BK mascot The King already has a mustache, though, along with a full beard. So, the best he can do to help the cause is shave his mustache—which he does today, debuting a clean-shaven look for the first time to kick off a campaign from agency Code and Theory called #KingstacheChallenge.

#KingstacheChallenge simply encourages men to grow their own epic staches and share on social media with that hashtag.

Check out the campaign video here:

“We are proud to show our support for this cause and hope our guests enjoy watching the King’s mustache transformation throughout the month of November,” said Alex Macedo, North American president of the Burger King brand.

The King will also have his own profile on movember.com so fans can follow along.

CREDITS

Client: Burger King

Title: Movember King

Agency: Code and Theory

Creative Director: Gino Carolini

Associate Creative Director: Mike Latshaw

Senior Art Director: Jeremy Stein

Art Director: Daniel Nosonowitz

Senior Copywriter: Conor Champley

Visual Designer: Riley Walker

Associate Director, Creative Strategy: Kelly Meyers

Senior Social Strategist: Jessie Jo Blalock

Community Manager: Hallie Martin

Group Account Director: Jill Bernstein

Senior Content Producer: Blake Jones

Executive Producer: Lyndsay Elkins

Production Company: Yacht Club

Director: Michael Lukk Litwak

Executive Producer / Producer: Joe DePasquale

DP: Matt Morgan

Editor: Matt Morgan

Re-Recording Mixer/Sound Designer: Bobb Barito

Original Music: Dom Fera

Production Designer: Lauren Fitzsimmons

Color: Irving Harvey

Legacy Technician: Jim Lionel Charmatz