FAST food chain Carl’s Jr. is bringing back its bikini-and-burgers commercials for Super Bowl LIX.
The burger joint moved away from sexualized ads in 2017 following a backlash.
Carl Jr.’s advertising famously featured scantily-clad models, including Paris Hilton, Kim Kardashian and Heidi Klum.
The company ditched the approach seven years ago, citing a need to tell a “broader story.”
But with President Donald Trump back in the White House and “a shift in the way the country is feeling,” the approach has returned.
Carl Jr.’s newest ad sees TikTok influencer Alix Earle wearing a barely-there red bikini as she parades through a car wash.
The commercial features a slow-mo of Earle eating a giant ‘Hangover burger’, splashing sauce all over her sleeping boyfriend.
She then reveals fans can snag a free burger the day after the Super Bowl – if they download the Carls Jr. app and “sign up for rewards.”
“I think [the ad] does reflect a shift in how the country is feeling,” Tim Calkins, clinical professor of marketing at Northwestern’s Kellogg School of Management, told The Wall Street Journal, via the NY Post.
“Clearly with the new administration, what is acceptable conduct is changing.
“I think you’re seeing Carl’s Jr. jump right on that trend as one of the first brands that’s really pushing the edge on things like this.”
Carl Jr.’s adverts have previously faced a backlash from women’s groups.
But reverting to their former approach could prove a marketing masterstroke, according to some experts.
“Alix Earle is a social media empress,” Jennifer Tate, chief marketing officer at CKE Restaurants, told the WSJ.
“Carl’s Jr. is having so much fun doing things other brands are too timid to do.”
Super Bowl advertising is big business, with slots during half-time costing up to $8million.
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The Chiefs are chasing a historic threepeat, having won both of the last two Lombardis.
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