Carl's Jr. says goodbye to sexy burger ads
- Author: Ronnie Bowen Apr 01, 2017,
Apr 01, 2017, 1:30
Carl's Jr. and Hardee's are ditching advertisements featuring scantily-clad women.
The company famously linked up with the likes of Paris Hilton, Charlotte McKinney and Kate Upton for commercials in which they scarfed the chain's sandwiches while striking sexually suggestive poses. 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. But in a new ad campaign launched today, the company has announced its time to grow up: Sexy models are out, replaced with a focus on the brand being the "Pioneers of Great American Burger".
Even the company's logo is getting a more mature, grown up look. She seductively scrubs a Bentley, climbs up onto its hood and later crawl across the sudsy floor on all fours to take a bite of a Carl's Jr. burger. Carl Sr. explains that when he gave his son control of the business, "he sowed his wild oats, as a young man is wont to do, and well, he got a little. distracted".
Carl's Jr. and Hardee's have started eliminating their once-popular bikini ads.
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"It was time to evolve", said Jason Norcross, executive creative director and partner of Los Angeles-based 72andSunny.
These ads from the company have been severely criticized for objectifying women and with several boycott campaigns launched. After being hand-picked by President Trump to run the Department of Labor, Puzder came under scrutiny for opposing higher minimum wage, Carl Jr.'s labor law violations, hiring an undocumented housekeeper and, yes, the racy Carl's Jr. ads featuring women in bikinis.
"I think that any grocery store you go into, or drug stores you're going to see on magazine covers things that are more revealing than you saw in many of our ads", he told Fox Business this month. "Some of the product attributes got lost because people were too busy ogling girls", Norcross said.
CKE operates and franchises 3,800 restaurants under the Carl's Jr., Hardee's, Green Burrito and Red Burrito brands in 44 states and 41 countries and USA territories.