Havas Chicago makes two separate personas for the burger joints, featuring a new campaign for Carl's Jr.

Feb. 23, 2018

Carl’s Jr and Hardee’s chains have been grouped together and their creative campaigns have tied together in nearly everything except name. Now, CKE Restaurants, the parent company of both brands, is letting new creative agency of record (AOR) Havas Chicago make two separate personas for the burger joints, featuring a new campaign for Carl’s Jr voiced by Matthew McConaughey.

CKE Restaurants announced that it will create two separate, distinct brands, under CKE, while keeping the “quality, taste and value of the food firmly as the star,” according to a release. Havas will build separate brand identities for Carl’s Jr. and Hardee’s, starting immediately with Carl’s Jr.
The campaign, titled, ‘Call of Carl’s,’ is voiced by Matthew McConaughey, who also drives the ads for Lincoln and Wild Turkey. 

TASTE and ODD worked hand-in-hand to create captivating visuals (including oozing sauces, melting cheese, sizzling bacon, and juicy meat) for this spot, pairing perfectly with the unmistakable voice of Matthew McConaughey as Carl's Jr. leans into the brand's new direction.