Carl’s Jr. has a new ad, and there’s not a girl in a bikini in sight.
In the past, the burger chain was known for its ads that featured girls wearing next to nothing, chomping down on Bacon 3-Way Burgers. Unsurprisingly, the commercials—especially one from the 2015 Super Bowl—received a lot of flack. But Carl’s Jr. approach in its latest ad is totally different than what it’s been doing for roughly 15 years.
The new campaign, AdWeek reports, follows a fictional story of Carl Hardee Sr. who comes back to take control of the brand from his rowdy son, Carl Hardee Jr.
You can check out the ad below:
According to AdWeek, the change of heart came after the company realized that some of the product attributes were lost because consumers were too busy looking at the girls. In other words, “it was time to evolve,” Jason Norcross, executive creative director and partner at 72andSunny, told the publication. Looks like you won’t be seeing Sports Illustrated swimsuit model Genevieve Morton, model Emily Sears, and Playboy Playmate Elena Belle feeding each other bacon strips while wearing bikinis anymore.