Hasta La Creative!

We’ve given Carl’s Jr. a fair share of (well-deserved) flack in the past over the brand’s reliance on supermodels and cleavage in its advertising, but it’s possible the brand and 72andSunny have finally turned a corner. The agency’s latest spot for the brand features rapper Lil Dicky (Goodby, Silverstein & Partners alum David Burd) without a single super model to be found. Arriving on the heels of an April spot promoting its pretzel breakfast sandwich featuring angry pretzel vendors and an animated December spot in collaboration with the creators of Adult Swim’s Rick and Morty, it seems possible the brand has dropped its old approach for good. 

In the spot, which made its broadcast debut on Monday, the “Professional Rappper & Value Aficionado” seems to parody that approach by sensually stuffing fries in his mouth. He can also be seen fanning himself with a wad of cash and bathing in a pool of pennies (eew) to promote the brand’s $4 Real Deal value combo.

The spot relies on Lil Dicky’s particular brand of goofy humor, as he eventually halts the rap music video parody to exclaim, “This is ridiculous,” before adding that it’s not as ridiculous as the deal in question, which includes a double cheeseburger, spicy chicken sandwich and small fries. It follows Lil Dicky’s performance in a spot from agency Colangelo for Trojan Condoms back in March. That spot seemed a little more suited to Dicky’s style, as he rambled on about a friend of his who had sex with a girl in the bathroom at bar and how everyone should practice safe sex. Still, we’ll take his neurotic approach over a reversion to Carl’s Jr.’s old antics any day. 

Credits:

Creative Agency: 72andSunny
Chief Creative Officer: Glenn Cole
Copywriter: Mark Maziarz, Reilly Baker
Strategist: (Jr) Alexandria Mathieu
Business DIirector : Amy Jacobsen
Head of TV/Production: Ian Donnelly
Group Creative Director: Mick DiMaria, Justin Hooper
Designer: Tim Wettstein, (Jr) Natalie Seitz
Producer: Brooke Horne, (Jr) Kira Linton
Strategy Director: Kasia Molenda
Business Affairs: Jennifer Jahinian
Chief Strategy Officer: Matt Jarvis
Business Coordinator: Joseph Pereira
Brand Manager: Ali Arnold
Brand Coordinator: Joshua Noa
Brand Director: (Global) Alexis Coller, Mike Parseghian, Michal David
Group Strategy Director: Scott Jensen
Chief Production Officer: Tom Dunlap

Production Company: Fancy Content
Line Producer: John Hardin
Executive Producer: Robert Wherry, Adam Bloom
Director: Chris Applebaum

Music And Sound
Sound Mix: Chris Winston
Sound Design: Chris Winston

OFFLINE
Producer: Joe Ross
Editor: Rachael Waxler
Edit Company: Union Editorial

POST PRODUCTION / VFX
Producer: Diana Young
Post Production House: Brickyard VFX
Visual Effects Artist: George Fitz