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As Carl’s Jr. and Hardees seeks to distance itself from the scantily clad advertising it churned out like clockwork in recent years, it’s cooking up new ways to sell consumers on a more wholesome new image—like smashing a giant butt piñata with a tractor.
For its latest marketing from 72andSunny, the fast-food chain sent its new spokesperson, the fictional Carl Hardee Sr., to the desert with objects designed to represent the brand’s leering past, as symbolized by his wayward son, Carl Hardee Jr.