Carl's Jr. ditches bikini-clad ads

Carl's Jr. made a name for itself with attention-grabbing marketing, including model Charlotte McKinney in a Super Bowl ad walking through a market in a bikini, Paris Hilton washing a auto while eating a burger, and Emily Ratajkowski fighting with Sara Underwood over space on a barbecue.

Well, you can say goodbye to these, Michael, because the era of Carl's Jr. gratuitous ads has finally come to an end after more than a decade.

The parent company of Hardee's and Carl's Jr is ditching the sometimes controversial bikinis-and-supermodels approach that fueled its advertising the last several years.

Even the company's logo is getting a more mature, grown up look. We're Carl's Jr. and Hardee's.

The fast food franchise released a three-minute video announcing their return to focusing on food, in which the fictitious founder, Carl Hardee Sr., played by Nashville's Charles Esten, returns to pry the company from his clutches of his playboy son, Carl Hardee Jr., played by comedian Drew Tarver. Unsurprisingly, the commercials-especially one from the 2015 Super Bowl-received a lot of flack.

Carl Sr. turfs out his ne'er-do-well fictional son Carl Hardee Jr., who is responsible for the "hot chick" ads and letting things "get a little weird".

The campaign, which is running under the new tagline "Pioneers of the Great American Burger", aims to shine a light on the quality of the brand's food, like its grass-fed beef and made-from-scratch biscuits.

"That extensive history of pioneering innovation is at the heart of this new campaign, and we couldn't be more excited to not only continue evolving our brand, but also to share our story with a whole new generation of restaurant goers". He comes to CKE from KFC where he was president of the US business.

  • Zachary Reyes