Step Aside, Waifs. Ronda Rousey Is Carl’s Jr.’s Newest Sandwich-Devouring Ad Star

Brand is into defying expectations these days

For years Carl's Jr.'s spots have had a consistent formula: Take one beautiful and scantily clad model that would probably never eat Carl's Jr., add a few double entendres that highlight the model's attributes, then mention the sandwich a few times.

But lately the brand seems to be playing with consumers' expectations, and it's quite fun. 

Instead of the usual waifish model, the brand has now tapped undefeated MMA champion Ronda Rousey to introduce its Cinnamon Swirl French Toast Breakfast Sandwich.

Here 72andSunny takes the public perception of Rousey—a merciless fighter known for her lightning-fast KOs—and then shifts to showing her lighter side. (You don't have to look much farther than Rousey's recent Reddit AMA to see how charmingly nerdy she can get when she starts talking Pokemon and video games.)

And yes, playing up the sex appeal of a a female fighter could be seen as a less than progressive stance, especially for a brand with Carl's Jr.'s reputation. But the ad shows several sides of Rousey, making it clear that she, like most human beings, doesn't fit into any convenient stereotype.

Plus, it's nice to see an ass-kicking spokeswoman who can actually take a bite out of the food they're meant to be selling.


CREDITS

Client: Carl's Jr.
Chief Executive Officer: Andy Puzder
Chief Marketing Officer: Brad Haley
Senior Vice President, Product Marketing: Bruce Frazer
Director of Advertising: Brandon LaChance
Vice President, Field Marketing, Media and Merchandising: Steve Lemley
Director, Product Marketing and Merchandising: Christie Cooney
Product Director: Kathy Johnson

Agency: 72andSunny
Chief Creative Officer: Glenn Cole
Group Creative Directors: Justin Hooper, Mick DiMaria
Creative Directors: Tim Wettstein, Mark Maziarz
Senior Designer: Gabo Curielcha
Senior Writer: Chad Goodnoe
Group Strategy Director: Matt Johnson
Strategy Director: Kasia Molenda
Strategist: Eddie Moraga
Group Brand Director: Alexis Coller
Senior Brand Manager: Scott Vogelsong
Brand Coordinator: Anthony Fernandez
Director of Film Production: Sam Baerwald
Executive Film Producer: Molly McFarland
Senior Film Producer: Juliet Diamond
Junior Film Producer: Kira Linton
Film Production Coordinator: Taylor Stockwell
Business Affairs Director: Amy Jacobsen
Business Affairs Manager: Maggie Pijanowski
Business Affairs Coordinator: Calli Howard

Public Relations: Coast Public Relations
Founder, Chief Executive Officer: Jeanne Beach Hoffa
Group Director: Melissa Penn
Director: Kate Franklin                                                 

Production Company: Wondros                                      
Director: Chris Applebaum                                  
Executive Producer: Timory King                                            
Head of Production: Doron Kauper
Producer: John Hardin                                                                                          
Editing: Whitehouse Post                            
Editor: Paul LaCalandra                                    
Executive Producer: Joni Williamson                                          
Producer: Jonlyn Williams                                                                                              
Editing: jumP LA                      
Editor: Erwin Fraterman                                    
Executive Producer: Betsy Beale                              
Producer: Callie Beckman        
Online Finishing: Brickyard VFX
Visual Effects Producer: Diana Young
Visual Effects Artists: Patrick Poulatian, Mandy Sorenson
Telecine: BeachHouse                                
Colorist: Mike Pethel                                  
Executive Producer: Denise Brown                                                                                            
Audio, Sound Design: On Music and Sound                                          
Mixer, Sound Designer: Chris Winston

Music: South Music                                                                      
Track: "South for Cinnamon Swirl"                                                                           
Written and Performed by: South

UFC® footage provided by Zuffa LLC, ©2014-15