Back to Burgers: Carl's Jr. Ditches Bikini-Clad Ads

Carl's Jr. nixes sleaze to put focus back on food in rebrand campaign out of 72andSunny

The ads have featured everyone from supermodel Kate Upton to Paris Hilton, but now the burger chain is moving in a new direction to bring in new customers and focus on the food. Their new message, according to a new commercial: "Food, not boobs". If this campaign lasts as long as the sexy burger one, a decade from now, maybe Carl's Jr and Hardee's can even talk about how they pioneered mixing sexy models and dripping burger juices. As a crew of movers begins to remodel the place, employees gather around Hardee Sr.to hear him explain his plans to bring the CKE Restaurants-owned company back to its roots. But "young, hungry guys aren't as affected by the racy ads with the swimsuit models because you can get a lot of that on the internet now". Their posters showed women with voluptuous cleavage, glistening skin, and wearing scant clothing as they chowed down on their signature burgers.

"I think that any grocery store you go into, or drug stores you're going to see on magazine covers things that are more revealing than you saw in many of our ads", he told Fox Business this month.

In a new ad (watch it in full below) the fictional Carl Hardee Sr. arrives in the headquarters of Carl's Jr.to remove his son, responsible for the risque ads of the restaurant's past, from the helm of the company.

Will Carl's Jr. and Hardee's have better luck?

Amazon launches store-pick grocery service in Seattle
Once the beta program is over, Prime customers will be able to use AmazonFresh Pickup for free and as many times as they'd like. The easier and more convenient it is for every person in the world to purchase goods from Amazon , the bigger Amazon gets.

The company still has its eye on its prized "hungry young guy" demographic, but upscale changes are coming.

This is also following a trend of companies deciding to pivot away from their sexy images in an effort to attract broader, more sophisticated buyers.

"It was time to evolve", Jason Norcross, the executive creative director of ad agency 72andSunny, told AdWeek of the new campaign. We want to reclaim their bona fides.

The new guard is embodied in the fictional character of Carl Hardee Sr., played in the ads by Nashville's Charles Esten, styled to look like a folksier version of the Dos Equis "Most Interesting Man in the World". "Some of the product attributes got lost because people were too busy ogling girls", Norcross said.

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