Introducing Carl Senior YoutUbe Masthead 

After a decade of scantily-clad babes eating burgers, it was time to show people that Carl's Jr. and Hardee's were about more than just making NSFW ads. 

To promote the new brand strategy focusing on burgers, not boobs, we created a Youtube Masthead to launch the new rebrand and to introduce the world to Carl Hardee Senior- a fictional founder that returns to take back the reigns of his company and to destroy all the old 'hot girl' spots from the company's history, including yours in the 'previously watched' list.

The masthead far exceeded the benchmarks for total impressions and garnered over 337.2 million in one single day.

Carl Hardee Senior Returns

Once triggered the masthead directed viewers to the epic Carl Hardee Senior Returns launch spot.

Agency: 72andSunny

CW: Stephania Silveria 

CD: Josh Fell