Carl's Jr. cleans up its act, but only because the old man insists

Food porn replaces softcore in a full brand revamp by 72andSunny

Carl’s Jr. is finally here to free burger marketing from the shackles of overly sexualized imagery. Wait, what? A new campaign from the fast feeder and 72andSunny cheekily jettisons the risqué messaging the pair has been putting out for years. Instead, fictional founder Carl Hardee Sr., played by Charles Esten of "Nashville," shows up to company HQ in his ‘vette to clean house. Improv comedian Drew Tarver plays Junior, who takes the fall for past cleavage-heavy campaigns. Esten will play Hardee for the rest of the year at least, in TV spots and digital videos, including a 3-minute extended cut of the father-son confrontation. The agency also updated the chain’s logo and tagline, which now emphasizes the brand’s impact on American burger culture over the last half century.

Credits

Client
President
Chief Marketing Officer
SVP, Product Marketing
Director of Advertising
SVP, Field Marketing, Media & Merchandising
Director, Product Marketing & Merchandising
Product Marketing Director
Product Marketing Manager
72andSunny Team
Founder, Creative Co-Chair
Executive Creative Director
Group Creative Director
Sr. Designer
Writer
Designer
Creative Director
Creative Director
Designer
Jr. Writer
Jr. Designer
Group Strategy Director
Strategy Director
Strategist
Jr. Strategist
Group Brand Director
Brand Director
Sr. Brand Manager
Brand Manager
Brand Coordinator
Brand Coordinator
Business Affairs Director
Sr. Business Affairs Manager
Business Affairs Coordinator
Executive Film Producer
Sr. Film Producer
Jr. Film Producer
Jr. Film Producer
Film Production Coordinator
Production Company
Director
Producer
Producer
VFX
Color
Sound Design/Mix
Production Company