Carl’s Jr. Ends Famous “Sexy Girl” Ads [VIDEO]

Every few months for the last several years One Million Moms has issued a screeching denouncement of the “pornographic” ads that have made Carl’s Jr. famous. Well, those ads are apparently a thing of the past. Ad Week reports on the new launch:

Folksy and charming, Carl Hardee Sr. is a no-nonsense kind of guy who doesn’t care much for provocative ads featuring bikini-clad women. He aims to put the focus on “food, not boobs,” with a new marketing strategy.

That’s quite a departure for the Carl’s Jr and Hardees burger chains, where millennial playboy Carl Hardee Jr. has been running the place like a baller, using exposed skin and double entendres to grab consumers’ attention. Looks like the party’s over, dude.

This is the fictional scenario, with a cheeky nod to real life, for a new campaign launching today and kicking off a major brand overhaul for the fast-food restaurants. It also introduces the first-ever spokesman for the CKE-owned Carl’s Jr and Hardees sister chains—the logically named Carl Hardee Sr. (an amalgam of actual founders Carl Karcher and Wilbur Hardee).

Stand from for inevitable “VICTORY!” claim from OMM.