to CKE Restaurants for not giving up on burgers when everyone else is turning chicken, so to speak. New 30- and 60-second Hardee’s/Carl’s Jr. commercials proclaim “We believe in burgers.” What kind? “Big, fat, juicy, running down your arm kind of burgers.” Now we’re talking.
Taglined “Just the way it is,” the commercials are the work of agency David&Goliath, which took on the business late last year. A long-form, making-of video also is available on the chains’ YouTube sites.
Of course, Hardee’s/Carl’s Jr. believe in celebs as well as burgers. “We believe in putting hot models in our commercials because ugly ones don’t sell burgers,” the ad explains with brutal but comic honesty. And hey, isn’t that NBA legend Kareem Abdul-Jabbar with cute-but-I-have-no-idea-who-you-are actress Olivia Munn on those jet skis? And then there’s a giant burger on wheels firing food from an air canon. CKE is back!
CKE CEO Andy Puzder, who has kept a fairly low profile since the company agreed to be acquired by Apollo Management a year ago, shows up at the close. Let’s hope Hardee’s and Carl’s Jr. have their swagger back. The business needs them and their commitment to burgers.