Hamblor - Steakhouse Burgers at Carl's Jr.

This is a new ad for Carl's Jr. by ad agency David&Goliath. I thought that it would be a good entry for my second post, since even though this ad is not to my aesthetic I can still appreciate it's success as an ad.

Message: The message is very clear: this is the ultimate burger. So good that it must have been created by a mythical god. The narrative explains the contents of the burger and the price, which is really all I want to know about a potential burger option. It ends with a flash of the Carl's Jr. slogan and logo, which ties the whole thing back to the brand. So far good job.

Execution: The execution is appropriately over the top, with the mood and the creative fitting right in with the mythical theme. I particularly like how each element of the burger was embodied in  a way that stayed true to the creative idea. Were the Xena-esque women necessary? No, probably not. I don't think they're doing anything to convince people to try the burger, or add to the theme.

Strategy: Introduce the Steakhouse burger as a premium burger.

Success: I think this ad is very successful. It persuasively makes the case that the Steakhouse burger is good quality in a very believable way. A fast food restaurant like Carl's Jr. is never going to be able to portray their burgers as high-end and they wouldn't want that expensive association. This ad presents a different idea of "best" by alluding to themes of mythical gods. It achieves its strategic goal in a genuine and brand believable way and communicates the idea of quality.

Found on Work That Matters.