Carls Jr: Carl Hardee Sr. Returns

Things are about to change over at Carls Jr. in this new spot/brand refresh created by 72andSunny.

Produced by Hungry Man and directed by Wayne McClammy the spot is a big departure from the usual scantily clad women eating burgers the brand became synonymous with, and instead sees the brand focus on their food.

Under the new leadership of Carl Hardee Senior, the fictional founder of the company whose name is an amalgamation of Carl Karcher and Wilbur Hardee - the real founders, "It's Food Not Boobs", as the old image of the brand is replaced by a more wholesome and quality-based image.

Along with the extended launch film [above], the complete rebrand saw the agency redesign the restaurants, packaging, in-store menus, employee uniforms and company logo.