• by Karlene Lukovitz  @KLmarketdaily, February 14, 2012

Kate Upton, the cover model for 2012's Sports Illustrated Swimsuit issue, is also the star of new TV spots for Carl's Jr. and Hardee's.

The ads, to promote a new Southwest Patty Melt, won't begin airing until late this month.

But the CKE Restaurants chains -- famous for somewhat risque spots featuring the latest stars/supermodels to draw the attention of its "young, hungry guy" target audience -- are clearly hoping to ride the wave of publicity from the SI issue, on newsstands today (Feb. 14). 

The restaurants today released sneak-preview video clips of interviews with Upton and footage from the commercials' shoot.

The ads are from the 72andSunny agency. -- Karlene Lukovitz