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

Full credits and more info can be found over at Campaign.