72andSunny Changes Things Up for Carl’s Jr.

By Erik Oster Comment

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

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