• April 27, 2011

A new TV spot for Carl's Jr. and Hardee's featuring Hall-of-Famer Kareem Abdul-Jabbar and actress/model Olivia Munn ("Perfect Couples," "The Daily Show") involved the largest commercial shoot ever done for the restaurant chains, according to parent CKE Restaurants. The shoot included eight Los Angeles locations, ranging from downtown to the beach.

The new "Athem" spot, to air in 30- and 60-second versions across the country, is the second from the chains' new agency of record, David & Goliath, and the second to use a new tagline, "Just the way it is." (The first D&G spot, previously covered by Marketing Daily, debuted the chains' new turkey burgers and featured Miss Turkey from the Miss Universe pageant.)

The "Anthem" ad drives home the chains' "truths" in bold statements. So what do the chains, known for catering to "young, hungry guys," believe in? "Big, fat, juices-running-down-your arm kind of burgers"; "putting hot models in our commercials"; "life is short...so if it feels good, do it, and if it tastes good, eat it."