Hasta La Creative!

Is Todd Gurley actually vegetarian?

You have to wonder after watching this Carl’s Jr. commercial starring the Los Angeles Rams running back. The spot shows Gurley supposedly biting into the California Classic Double Cheeseburger, but it’s blatantly obvious that the burger isn’t real—it’s a digitally inserted photo that isn’t fooling anyone.

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Following a seemingly endless stream of ads following the supermodel in skimpy outfit formula, including its recent “The Most American Thing Ever,” 72andSunny changes things up with two new ads for Carl’s Jr promoting the chain’s Ding Dong Ice Cream Sandwich (made with the Hostess treat) and Grilled Pork Chop Biscuit.

“Steam” (featured above) shows the makings of the chain’s new breakfast sandwich. Filmed in an actual Carl’s Jr. location, with a biscuit-making employee the spot shows the doughy origins and steamy, crunchy finished product. Directed by Claire Thomas, the spot provides close-ups of the biscuit over a voiceover waxing poetic over “the steam that rises from in between the flakes and folds of a biscuit that was just born from the oven.” The other spot, “Eclipse” is set to Richard Strauss‘ “Also Sprach Zarathustra” (which most viewers will recognize from 2001: A Space Odyssey)  and shows a ding dong eclipsing a scoop of ice cream Beyond showcasing the product food porn style, it also delivers the implication that the new creation eclipses other cold summer desserts.

While it would be jumping the gun to assume Carl’s Jr. has abandoned the tired supermodel approach (but we can hope, right?), it’s nice to see 72andSunny offer up a reprieve from the typical sexual objectification. Notably, the ads promote products other than the chain’s burgers, so it’s likely we’ll see more of the same when the chain returns to its more familiar offerings. For now though, the simplistic product-centric approach of “Steam” and “Eclipse” is definitely an improvement.

Credits:

BRAND: CKE
Project: Ding Dong Ice Cream Sandwich

Chief Executive Officer: Andy Puzder
Chief Marketing Officer: 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 Manager: Samantha Deese
Director of Public Relations: Kathleen Bush

72andSunny Team
Chief Creative Officer: Glenn Cole
Group Creative Director: Justin Hooper
Group Creative Director: Mick DiMaria
Creative Director/Designer: Tim Wettstein
Creative Director/Writer: Mark Maziarz
Designer: Ryan Davis
Jr. Writer: Reilly Baker
Group Strategy Director: Matt Johnson
Strategy Director: Kasia Molenda
Strategist: Eddie Moraga
Group Brand Director: Alexis Coller
Sr. Brand Manager: Scott Vogelsong
Brand Coordinator: Anthony Fernandez
Director of Film Production: Sam Baerwald
Executive Film Producer: Molly McFarland
Film Producer: Brooke Home
Film Production Coordinator: Taylor Stockwell
Business Affairs Director: Amy Jacobsen
Business Affairs Manager: Maggie Pijanows
Business Affairs Coordinator: Calli Howard

Production Company: Christina Productions
Director: Justin Hooper
Executive Producer: Christina Ritzmann

Editorial: 72andSunny Studio
Editor: Nick Gartner
Producer: Becca Purice

VFX: Brickyard VFX
VFX Supervisor: George Fitz
Producer: Diana Young

Telecine: Brickyard VFX
Colorist: George Fitz
Producer: Diana Young

Audio: On Music & Sound
Composer: Chris Winston

Sound Design: On Music & Sound
Composer: Christ Winston

MUSIC
“Also Sprach Zarathustra”
Written by Richard Strauss
Performed by Badische Staatskapelle Orchestra
Published by C.F. Peters Corporation
Used courtesy of Antes Edition

BRAND: Carl’s Jr. / Hardee’s
Project: “Steam”, Grilled Pork Chop Biscuit

Client: CKE- Carl Karcher Enterprises
Chief Executive Officer: Andy Puzder
Chief Marketing Officer: 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 Manager: Allison Pocino
Director of Public Relations: Kathleen Bush

72andSunny Team
Chief Creative Officer: Glenn Cole
Group Creative Director: Justin Hooper
Group Creative Director: Mick DiMaria
Designer: Sarah Herron
Writer: Rebecca Ullman
Group Strategy Director: Matt Johnson
Strategist: Eddie Moraga
Group Brand Director: Alexis Coller
Sr. Brand Manager: Michal David
Brand Manager: Ali Arnold
Director of Film Production: Sam Baerwald
Executive Film Producer: Molly McFarland
Film Producer: Brooke Home
Junior Producer: Kira Linton
Film Production Coordinator: Taylor Stockwell
Director of Business Affairs: Michelle McKinney
Business Affairs Manager: Maggie Pijanows
Business Affairs Coordinator: Calli Howard
Director of Communications: Jeff Sweat
Communications Manager: Ginny Adams

Production Company: Splendid & Co.
Director: Claire Thomas
Executive Producer: Taylor Ferguson
Executive Producer: Erin Tauscher
Producer: Ursula Baird

Editorial: Union Editorial
Editor: Rachael Waxler
Producer: Joe Ross
Assistant Editor: Ryan Khoury

VFX: Brickyard
VFX Supervisor: George Fitz
Producer: Diana Young

Telecine: BeachHouse
Colorist: Mike Pethel
Producer: Denise Brown

Audio: On Music & Sound
Composer: Chris Winston
Sound Design/Mix: On Music & Sound
Composer: Christ Winston

To celebrate the launch of Carl’s Jr.’s new Most American Thickburger — a monstrosity of a burger containing a split hot dog, Lays kettle cooked potato chips and American cheese* atop a charbroiled 100 percent Black Angus hamburger patty — 72andSunny created a tongue-in-cheek 30-second spot entitled “The Most American Thing Ever,” featuring Sports Illustrated swimsuit model Samantha Hoopes for the brand’s requisite casual sexual objectification.

“What’s more American than a cheeseburger?” the voiceover asks at the beginning of the ad (at least they didn’t ask, “Is there anything more American than America?”), with the rest of the spot providing the answer. As it turns out, the “Most American Thing Ever” is Hoopes (wearing an American flag bikini) eating a Most American Burger in a hot tub, in a (red white and blue) pickup truck, driven by an American bull rider, on an aircraft carrier overlooking the Statue of Liberty. 72andSunny’s over the top approach tones down the brand’s usual skin-flashing ever so slightly to make room for fighter jets, pickup trucks and fireworks. The patriotism overload of “The Most American Thing Ever” will make its broadcast debut June 1st, “sandwiched between two of America’s most patriotic holidays, Memorial Day and Independence Day.”

*Because, in the words of Hank Hill, “Nobody makes cheese like the Americans.”

Credits:

Client:
CKE- Carl Karcher Enterprises
Chief Executive Officer – Andy Puzder
Chief Marketing Officer – Brad Haley
SVP, Product Marketing – Bruce Frazer
Director of Advertising – Brandon LaChance
VP, Field Marketing, Media & Merch – Steve Lemley
Director, Product Marketing & Merchandising – Christie Cooney
Product Marketing Manager – Allison Pocino
Director of Public Relations – Kathleen Bush

72andSunny Team
Chief Creative Officer: Glenn Cole
Group Creative Director: Justin Hooper
Group Creative Director: Mick DiMaria
Creative Director/Designer: Tim Wettstein
Creative Director/Writer: Mark Maziarz
Designer: Ryan Davis
Jr. Writer: Reilly Baker
Group Strategy Director: Matt Johnson
Strategist: Eddie Moraga
Group Brand Director: Alexis Coller
Sr. Brand Manager: Abigail Rutkowski
Brand Coordinator: Kristyn Kazanjian
Director of Film Production: Sam Baerwald
Executive Film Producer: Molly McFarland
Sr. Film Producer: Juliet Diamond
Film Producer: Brooke Horne
Jr. Film Producer: Kira Linton
Film Production Coordinator: Taylor Stockwell
Business Affairs Director: Amy Jacobson
Business Affairs Manager: Maggie Pijanowski
Business Affairs Coordinator: Calli Howard

Production Company: Harvest
Director: Bakter Smith
Co Founder/Exec PRodcuer: Bonnie Goldfarb
Executive Producer: Rob Sexton
Head of Production: Niko Whelan
Producer: Vincent Oster

Editorial: Rock Paper Scissors
Editor: Christjan Jordan
Executive Producer: Angela Dorian

VFX: Jamm Visual Inc.
VFX Supervisor: Jake Montgomery
VFX Supervisor: Andy Boyd
Producer: Asher Edwards

Telecine: Beach House
Colorist: Mike Pethel
Producer: Denise Brown

Audio: On Music and Sound
Composer: Chris Winston

Sound Design: On Music and Sound
Composer: Chris Winston

That is, in a sense, the question that the fast-food chain hopes to answer with its new Grilled Cheese Breakfast Sandwich, a $3 bite that launched today with the aid of this spot, dubbed “House Party.” (Sadly, neither Kid nor Play were involved.)

While somewhat reminiscent of last year’s “Smart Money” McDonald’s ad, what with seemingly hungover house guests being brought back to life by the aromas of a breakfast burger, 72andSunny’s latest (non-Super Bowl) effort does reemphasize the message behind this fast-feeder’s calorie-heavy cure-all.

“Mornings can be full of rude awakenings so we wanted to offer a new menu item that made the daybreak a little easier on people,” says Carl’s Jr. and Hardees CMO Brad Haley in a statement. “Grilled cheese sandwiches have always been one of America’s favorite comfort foods, and now, with the addition of eggs and the choice of your favorite breakfast meat – sausage, bacon or ham – all served on grilled sourdough bread, it’s the perfect way to jump-start any type of morning you’re having.”

The “House Party” spot, directed by Oscar winner Joachim Back, may not blaze any news trails as it sticks to 72andSunny and Carl’s Jr./Hardees sexy model-centric formula (this time with Olivia Frischer), but its timing and tone couldn’t be more appropriate as Super Bowl Sunday looms.

And yes, parent company CKE has you covered there as well.

Hold on to your patties, because Carl’s Jr. just released an extended version of its regional Super Bowl ad, in which it shows even more skin than usual.

The spot, by 72andSunny, stars Charlotte McKinney—who according to a Google search might be the next Kate Upton (a claim supported by a subsequent Google Images search). The ad will air on the West Coast in the fast-food chain’s markets.

It’s called “Au Naturel,” and indeed, it appears to show McKinney walking around in the buff—with suggestively shaped everyday objects strategically covering her up, à la Austin Powers. There is a twist at the end, of course.

“Charlotte McKinney loves going All-Natural, especially when it comes to her burger,” says the brand. “Introducing fast food’s first All-Natural Burger with grass-fed, free-range beef that has no added hormones, steroids, or antibiotics.”

The ad was directed by RSA’s Jake Scott, whose work includes last year’s “Puppy Love” Super Bowl spot for Budwesier. So yeah, the guy has range.

CREDITS
Client: Carl’s Jr.

Agency: 72andSunny
Chief Creative Officer/Founder: Glenn Cole
Group Creative Director:  Justin Hooper
Group Creative Director: Mick DiMaria
Creative Director: Mark Maziarz
Jr. Writer: Reilly Baker
Designer: Esther Kim
Director of Film Production: Sam Baerwald
Executive Film Producer: Molly McFarland
Film Producer: Brooke Horne
Film Production Coordinator: Taylor Stockwell
Group Brand Director: Judson Whigham
Brand Director: Alexis Coller
Brand Manager: Scott Vogelsong
Brand Coordinator: Anthony Fernandez
Group Business Affairs Director: Amy Jacobsen
Business Affairs Manager: Audra Brown
Business Affairs Manager: Maggie Pijanowski
Business Affairs Coordinator: Calli Howard
Group Strategy Director: Matt Johnson
Strategist: Eddie Moraga

Production Co.: RSA Films
Director: Jake Scott
Executive Producer: Tracie Norfleet
Producer: David Mitchell
Head of Production: Elicia Laport
Sales Rep: Shortlist

Post Production CO: Whitehouse Post
Editor: Rick Lawley
Assistant Editor: Devon Bradbury
Executive Producer: Joni Williamson
Producer: Evan Cunningham

Transfer: CO3
Colorist: Mike Pethel
Sr. Producer: Matt Moran

Visual EFX CO: JAMM Visual
VFX Supervisor: Jake Montgomery
VFX Supervisor: Andy Boyd
CG Supervisor: Jonathan Vaughn
Executive Producer: Asher Edwards

Sound Design + MIX: On Music & Sound
Composer: Chris Winston

Carl’s Jr./Hardee’s isn’t a shy fast-food chain. But this time they’ve traded oiled-up models for innuendo. I won’t spoil the new spots, but let’s just say they aren’t too subtle.

The approach shouldn’t be too surprising, as this is the same restaurant chain that once asked people if they preferred A holes or B holes. I am curious as to how they expect people to eat these Cinnamon Pull-Aparts anywhere (wouldn’t the icing drip?), but I will give them points for having both men and women allude to masturbation. Kudos?

Agency: 72andSunny. Via Adland.

Terrell Owens may carry a lifelong albatross from his two ill-fated seasons with the Philadelphia Eagles, but at least he can laugh about it.

In a new Carl's Jr. ad for the Philly Cheesesteak Burger, Owens reenacts the local loathing he experienced after becoming known as an egotistical excuse-maker in the turbulent 2005 season. Cops, kids and everyone in between are down on T.O. in the burger spot, which contrasts his dismal days in Philly with his opulent life today as a poolside retiree.

It's not an ad likely to wearm the hearts of any haters, but they'll at least enjoy seeing T.O. getting a smackdown from a little kid.

You would think the epic-ness of a Strawberry Pop-Tart Ice Cream Sandwich would speak for itself. But just to be safe, Carl's Jr. has layered its new ad (via 72andSunny) for the dessert treat with breathless commentary from the blogosphere and perhaps the most awe-inspiring soundtrack around: Richard Strauss's "Also Sprach Zarathustra," otherwise known as the theme from 2001: A Space Odyssey. Can the product possibly stand up to this grand teaser? Judging by the early reviews, yes—yes, it can.

UPDATE: Carl's Jr.'s sister brand Hardee's rolled out a new spot from 72andSunny today—for the Texas Toast Breakfast Sandwich, featuring bull rider and Texas native Douglas Duncan. See that spot below.

Look at Jesus. RT @darrenrovell: Carl's Jr launches its Strawberry Pop Tart Ice Cream sandwich nationwide today http://t.co/ZR265DGhmV

— Dark Skinned Beauty (@_CoDiddy) July 24, 2013

Carl's Jr.'s notorious Memphis BBQ Burger commercial, which features two half-dressed women fighting over pulled pork on a cheeseburger—aka, "barbecue's best pair"—recently arrived in New Zealand. It was promptly banned there, however, for running afoul of two of the country's advertising rules—prohibiting the use of sex appeal in an exploitative and degrading manner, and the use of sex to sell an unrelated product. (Are there any Carl's Jr. ads that New Zealand doesn't ban?) In response to this particular censure, Carl's Jr. decided to describe the TV spot in a radio ad—which, left to the listener's imagination, is perhaps as suggestive as the TV spot. (Special Group did the radio work; 72andSunny did the TV.) It's not a bad use of radio, which is sometimes said to be the most visual medium. Of course, the radio spots will probably be banned soon, too. Via The Ethical Adman.