For years Carl's Jr.'s spots have had a consistent formula: Take one beautiful and scantily clad model that would probably never eat Carl's Jr., add a few double entendres that highlight the model's attributes, then mention the sandwich a few times.
But lately the brand seems to be playing with consumers' expectations, and it's quite fun.
Instead of the usual waifish model, the brand has now tapped undefeated MMA champion Ronda Rousey to introduce its Cinnamon Swirl French Toast Breakfast Sandwich.
Here 72andSunny takes the public perception of Rousey—a merciless fighter known for her lightning-fast KOs—and then shifts to showing her lighter side. (You don't have to look much farther than Rousey's recent Reddit AMA to see how charmingly nerdy she can get when she starts talking Pokemon and video games.)
And yes, playing up the sex appeal of a a female fighter could be seen as a less than progressive stance, especially for a brand with Carl's Jr.'s reputation. But the ad shows several sides of Rousey, making it clear that she, like most human beings, doesn't fit into any convenient stereotype.
Plus, it's nice to see an ass-kicking spokeswoman who can actually take a bite out of the food they're meant to be selling.
CREDITS
Client: Carl's Jr.
Chief Executive Officer: Andy Puzder
Chief Marketing Officer: Brad Haley
Senior Vice President, Product Marketing: Bruce Frazer
Director of Advertising: Brandon LaChance
Vice President, Field Marketing, Media and Merchandising: Steve Lemley
Director, Product Marketing and Merchandising: Christie Cooney
Product Director: Kathy Johnson
Agency: 72andSunny
Chief Creative Officer: Glenn Cole
Group Creative Directors: Justin Hooper, Mick DiMaria
Creative Directors: Tim Wettstein, Mark Maziarz
Senior Designer: Gabo Curielcha
Senior Writer: Chad Goodnoe
Group Strategy Director: Matt Johnson
Strategy Director: Kasia Molenda
Strategist: Eddie Moraga
Group Brand Director: Alexis Coller
Senior Brand Manager: Scott Vogelsong
Brand Coordinator: Anthony Fernandez
Director of Film Production: Sam Baerwald
Executive Film Producer: Molly McFarland
Senior Film Producer: Juliet Diamond
Junior Film Producer: Kira Linton
Film Production Coordinator: Taylor Stockwell
Business Affairs Director: Amy Jacobsen
Business Affairs Manager: Maggie Pijanowski
Business Affairs Coordinator: Calli Howard
Public Relations: Coast Public Relations
Founder, Chief Executive Officer: Jeanne Beach Hoffa
Group Director: Melissa Penn
Director: Kate Franklin
Production Company: Wondros
Director: Chris Applebaum
Executive Producer: Timory King
Head of Production: Doron Kauper
Producer: John Hardin
Editing: Whitehouse Post
Editor: Paul LaCalandra
Executive Producer: Joni Williamson
Producer: Jonlyn Williams
Editing: jumP LA
Editor: Erwin Fraterman
Executive Producer: Betsy Beale
Producer: Callie Beckman
Online Finishing: Brickyard VFX
Visual Effects Producer: Diana Young
Visual Effects Artists: Patrick Poulatian, Mandy Sorenson
Telecine: BeachHouse
Colorist: Mike Pethel
Executive Producer: Denise Brown
Audio, Sound Design: On Music and Sound
Mixer, Sound Designer: Chris Winston
Music: South Music
Track: "South for Cinnamon Swirl"
Written and Performed by: South
UFC® footage provided by Zuffa LLC, ©2014-15