Possibly in an effort to prove it's more than a Chuck E. Cheese for misogynists, Hooters hired Skiver Advertising for its new "Step Into Awesome" ad campaign. The work, including these "Burrito" and "Big Fan" TV spots, emphasizes the food (Hooters recently expanded its menu) and congenial atmosphere instead of just the state of its employees' undress. It also takes a pretty obvious stab at Chipotle in one of the ads. Both ads are disorientingly tasteful, and I guess that's a good thing. It's also good strategy for Hooters, because focusing more on the waitstaff would remind people of the chain's shady hiring practices, among other things. Fitzgerald+CO previously handled the Hooters account.