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Carmichael Lynch’s new campaign for Steak ’n Shake is a triumph of hair, sound and costumes.
First, the hair, specifically the feathery, blond mane of “Master,” the central character in the TV ads. It’s a cross between the wind-swept locks of Charlton Heston as Moses in The Ten Commandments and the quaffed mop of David Soul in Starsky & Hutch. Probably more Hutch than Moses, though.
Then there’s the natural sound—which ranges from the extended slurp of Master sucking up the last of a milk shake through a straw to the sizzle of a burger on a grill.
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