Miss Turkey pitches Carl’s Jr. turkey burger

Headshot of Tim Nudd

In a bit of inspired stupidity, Carl’s Jr. (aka Hardee’s in some markets) has hired Miss Turkey to promote its new turkey burgers. Yes, the actual Miss Turkey—Gizem Memiç. In the spot below, Memiç is seen strutting poolside while incongruously munching on one of the giant sandwiches. Her humiliation is complete when she drops her robe to reveal a bikini patterned with hundreds of tiny turkey burgers—a garment that will not impress the Miss Universe judges in the least. The ad was done by Carl’s Jr.’s new agency, David&Goliath, but it perpetuates the formula that prior shop Mendelsohn Zien had perfected (in the Paris Hilton, Kim Kardashian and Padma Lakshmi spots, in particular)—lots of boobs, precious little brains. Behind-the-scenes video after the jump.

@nudd Tim Nudd is a former creative editor of Adweek.