SectorFood and Drink and Fast food / Restaurant
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.