David&Goliath created “Anthem,” an integrated brand campaign that reinforces the iconic burger chain’s voice and identity with a new brand positioning and tagline: “Just the way it is.” This 60-second spot centers around the distinctive Hardee’s/Carl’s Jr. personality of being bold, going where others would never dare to go and focusing on things that get people’s attention. The spot features two well-known celebrities—NBA Hall of Famer Kareem Abdul-Jabbar and actress Olivia Munn—who ride water motorcycles while indulging in burgers and shows Hardee’s/Carl’s Jr. employees talking to the camera stating the “truths” the brand believes in, including “We believe in putting hot models in our commercials, because ugly ones don’t sell burgers.” The spot culminates with a giant burger truck driving down a street launching burgers out of air cannons. The final burger is shot through the window of CEO, Andy Puzder’s office, which he nonchalantly picks up and takes a bite of after saying, “We’re Carl’s.”
Credits: www.dng.com
| www.carlsjr.com


Communication Arts

// From our friends at Communication Arts

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