Score another point for proletarian culinary culture. First “Top Chef” judge/restaurateur Tom Colicchio shills for Diet Coke in a Super Bowl commercial. Now co-judge Padma Lakshmi will be seen in a new TV spot for Hardee’s Bacon Western Thickburger.
“I work out all the time! I don’t just sit around and eat burgers whenever I want. Oh, if I could I probably would, but I don’t,” says the 37-year-old Lakshmi.
Separately, Hardee’s today begins airing 16 consumer-created TV spots for its Little Thickburgers (“little” in Hardee’s parlance meaning only a quarter-pound) in Midwest and Southeast markets. Since inviting submissions in September 2008, the chain says nearly 30,000 people have submitted videos that spotlight the size difference between Little Thickburgers and the regular, third-pound burger.
The Little Thickburger commercials are on view on Hardee’s You Tube channel. Mendelsohn/Zien in Los Angeles handles advertising for Hardee’s and sibling chain Carl’s Jr.