- David Gianatasio

LOS ANGELES 72andSunny here said it has secured digital ad chores for Carl's Jr. and Hardees's. The chains are owned by CKE Restaurants.

According to the agency, it will focus on making online connections with Carl's Western U.S. and Hardee's Midwestern and Southeastern young male audience. In their traditional ad forays, the chains, most notably Carl's Jr., have courted controversy by serving up risque ad fare such as the high-profile Paris Hilton car-washing spot a few years back.

Said Matt Jarvis, agency chief strategy officer: "We're coming in to ensure the digital campaigns are as creative and edgy as their commercials."

Client evp, marketing Brad Haley said 72andSunny was chosen based on its track record of crafting efforts touting "cool brands for young guys." Last year's Nike effort called "To the Next Level," a two-minute clip lensed by movie director Guy Ritchie, is one example.

The agency also works for Bugaboo, Discovery Channel and Quiksilver, among others.

Carl's Jr. made a noteworthy digital foray as the month began, rolling out an effort to sell its Portobello Mushroom Six-Dollar Burger to young men. Justine Ezarik (iJustine) and eight other YouTube stars participated in an ad campaign on the video-sharing site.

The first CKE work from the shop is slated to break in September. Spending via 72andSunny could not immediately be determined. All told, the client spent $110 million in traditional measured media last year, and $40 million through the first four months of 2009, per Nielsen.