We all know the ads, even if we didn’t eat the food. Ultra over the top supermodel (or semi-trashy “hot girl”) chowing down on a big burger. I think that’s about all you got from the brands’ commercials to date. It was clear it was aimed at young men – term used loosely.
Recently, Carl’s Jr/Hardees turned a new page in their life. In the new commercial/video spot they blame it on an unruly adolescent “Junior” who got a little out of control. Carl Hardee, Sr is back to get the brands back to their food-focused ways. R.I.P. boobs and burgers. Have a watch:
I cannot applaud this effort enough. It’s an obvious punch thrown at the better burger movement from a brand that touts they started it. The long form nature is an easy watch. It tells a great story that seems like the beginning of a movie more than an ad. The story is coupled with great talent and a lot of humor – and I must say one rather enjoys watching Jr. get told to “shut up.”
This positions the brand as having a food-first focus, but not without some back story. Their “why” shines bright in the spot. CJR/H are resting their laurels on their roots and the whole reason for bringing the brand to market. It sticks. It works. High five to 72andSunny.
Creative by 72andSunny