When you think carl's Jr, you think T&A. In 2005 they featured Paris Hilton. They had a woman riding a mechanical bull in 2003. And who could forget the stomach churning Kim Kardashian Grilled Chicken Salad from 2009? Point is, Carl's been sex hungry since the early 00's.
You'd have thought in an era of safe spaces and micro aggressions they would have dumped this a long while ago but as recently as 2015 when agency 72andsunny gamely tried a shift to an actual selling point like an "All Natural" burger (whatever the hell that means) they still had to show off Charlotte McKinney in the buff.
So wow is it refreshing that all of a sudden Carl Sr has stepped in to take the reigns back from his perma-adolescent son and his VR-wearing snowflake friend, give us some history of the brand (like, you know, real advertising stuff) and then ride off into an unknown tomorrow. The acting is superb and of course they still manage to show plenty of skin in the ad but we are reassured that will change. Carl's Jr is delightfully smarmy and kudos to the brand for poking fun of itself like that and referencing past ads (including the bull riding one) that let's face it, put them back on the map more than a decade and a half ago. It's great to watch Carl Sr wresting control away from the man-children and righting the scales so to speak. There are some good laugh out loud moments here. But the editing is this side of atrocious. And I can't help but think that as they ride off into camera we're in for more of the same only more boring because they're only going to get more retail as they start to push specific products. I hope I'm wrong.
Refreshing? Indeed. And ironic, too. 72andsunny is known for chasing after the endless superficiality and narcissism that supposedly represents the millennial psyche. How else would you explain taking the once great anti-smoking Truth and turning it into a "Don't smoke cause you'll get left-swiped," message? So it's interesting that the agency known for chasing the millennial dragon is all of a sudden throwing millennials under the bus in this spot by suggesting they are the reason Carl's Jr's sexist ads have been the cause of their flagging sales. It's also inadvertently admitting 72 is as much at fault for this as Carl's Jr is.

Client: CKE CMO: Brad Haley SVP, Product Marketing: Bruce Frazer Director of Advertising: Brandon LaChance VP, Field Marketing, Media & Merchandising: Steve Lemley Director, Product Marketing & Merchandising: Christie Cooney Product Marketing Managers: Kathy Johnson, Allison Pocino, Claire Eastburn 72andSunny Team Founder, Creative Co-Chair: John Boiler Executive Creative Director: Jason Norcross Group Creative Director: Josh Fell Sr. Designer: Jon Hall Writer: Drew Burton Designer: Daran Brossard Creative Director: Mark Maziarz Creative Director: Helena Skonieczny Writer: Alex Schaeffer Designer: Abbas Deidehban Jr. Writer: Corey O’Brien Jr. Designer: Max Matesen Group Strategy Director: Scott Jensen Strategy Director: Michael Lewis Strategist: Luis Jasso Jr. Strategist: Marquis Mahoney Group Brand Director: Alexis Coller Brand Director: Michal David Sr. Brand Manager: Ali Arnold Brand Manager: Ryan Rodriguez Brand Coordinator: Makenna Magarity Brand Coordinator: Lindsay Foregger Business Affairs Director: Amy Jacobsen Sr. Business Affairs Manager: Jennifer Jahinian Business Affairs Coordinator: Joseph Pereira Executive Film Producer: Molly McFarland Sr. Film Producer: Brooke Horne Jr. Film Producer: Nani Weinberg Jr. Film Producer: Skyler Courter Film Production Coordinator: Ian Donnelly Production Company: Hungry Man Director: Wayne McClammy EP: Mino Jarjoura Producer: Dave Bernstein DP: Matthew Libatique Editorial: Rock Paper Scissors Editor: Christjan Jordan Producer: Dani DuHadway VFX: JAMM Color: Shed Music: Beacon Street Sound Design/Mix: HECHO EN 72 Production Company: HECHO EN 72
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Comments (1)

  • Dabitch's picture
    Dabitch

    Carl's JR seems like the kind of guy 72andSunny would hire, to be honest. True brocultute at that agency. Also this seems like the most interesting burger flipper in the world.

    I do like that they're doing away with the babevertising, that was unappetizing.

    Mar 30, 2017

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kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.