Uncommon Touch

Hardee’s restaurants, which has seen its same-store sales plunge 10.8 percent in the first quarter, has launched five new humorous ads in its “Go all out” campaign.
The spots from Angotti, Thomas, Hedge in New York feature people “doing the common in an uncommon way,” said Rochelle Klein, the agency’s executive creative director. “That’s [essentially] Hardee’s competitive edge.”
Among the gags: A man who dresses like an executioner to avoid jury duty (shown here); a middle-aged woman who becomes a man in a vigorous makeover; and office workers who wear towels and curlers on a casual Friday.
Each ad ends with a shot of a juicy sandwich and a voiceover that concludes, “If you’re gonna go, go all out.”
Two of the spots break today; the rest broke earlier this month.
The 30-second spots are running in the Southeast and Midwest, including Atlanta, Chicago and St. Louis.
Hardee’s spent about $55 million on advertising last year, per Competitive Media Reporting.
–Andrew McMains