Carl's Jr. Ditching Sexy Models in Ads

In a new campaign spoofing the chain's sexy past (above), a fake CEO named "Carl Hardee Sr." comes storming in to take back the business from his irresponsible, playboy caricature of a son, by reminding him of the chain's humble roots of being the "pioneers of the great American burger". In it, the fictional Carl Hardee Sr. - played by "Nashville" actor Charles Esten - shows up to reclaim the company from his son, Carl Hardee Jr.

The brands' new tagline is "the great American burger" and instead focuses instead on quality and innovation in fast-food burgers.

CKE explained its change in direction with a film by longtime ad agency 72andSunny, which portrays a fictional Carl Hardee Sr. returning to company headquarters to retake the driver's seat. Restaurants will be remodeled into more upscale, contemporary spaces.

"You and I certainly may like the ads we've been running", Puzder, 66, told Stuart Varney on Fox Business on Thursday.

At the end of the spot, Carl Hardee Sr. gets into an American classic auto with his son. 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".


"They've never really gotten credit for their quality, and we want that message to land with consumers", Jason Norcross, executive creative director and partner at 72andSunny, which created the campaign, told AdWeek.

These ads from the company have been severely criticized for objectifying women and with several boycott campaigns launched.

Puzder, a former St. Louis lawyer, withdrew as President Donald Trump's nominee for Labor Department secretary last month. Photos of disembodied lips, a naked woman with burgers covering her breasts, and women in bathing suits cover the walls. "Some of the product attributes got lost because people were too busy ogling girls".

Hardee's Introduce "No Antibiotics Ever" ChickenUSAgNet - 03/30/2017Carl's Jr. and Hardee's, the sister quick service restaurant chains, added to its all-natural arsenal with the introduction of the all-natural, charbroiled chicken fillet with no antibiotics ever.


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