Carl’s Jr. Ditches Scantily-Clad Women in Ads After Departure of CEO Andy Puzder

No more objectified women in new advertisements for Hardee’s and Carl’s Jr. that poke fun at the brands’ old image

Carl’s Jr. becomes Carl’s Sr. as the fast-food brands grow up.

Carl’s Jr. may be more well-known for their over-the-top ads featuring scantily clad women posing suggestively with burgers than they are for their actual food.

But now that former CKE Restaurants CEO Andy Puzder is out following his failed bid for Secretary of Labor, the restaurant group seems to be rebranding itself to stray as far away as possible from its lascivious image.

New advertisements for the restaurant brands feature a curmudgeonly wise man named Carl Hardee Sr. who pokes fun at the old commercials and takes control of the “bro” atmosphere at CKE Restaurant headquarters. Styled like Dos Equis’ original “Most Interesting Man in the World,” the dapper character shuns every reference to models in a new “food, not boobs” approach to marketing.

The brands’ new tagline is “the great American burger” and instead focuses instead on quality and innovation in fast-food burgers.

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The restaurant group is clearly taking jabs at the recently ousted CEO, Andy Puzder, who famously defended his sexist commercials by saying that “beautiful women eating burgers in bikinis” was “all-American.”