Hef Is to Dating as Carl's Jr. Is to Variety

LOS ANGELES Playboy founder Hugh Hefner appears in his first full-fledged commercial campaign as an advocate of variety—in girlfriends and Carl’s Jr. restaurant-style burgers.

The first of three television spots from Mendlesohn/Zien debuts today; the other two will break later this month.

The initial ad plays off Hefner’s reputation for changing girlfriends as capriciously as some do hamburger styles: “People always ask me, ‘Hey, Hef, do you have favorites?’ I tell them ‘No’, it’s not about that,” Hefner says.

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