A burger QSR previously known for its
high-priced (and polarizing) advertising is on the hunt for the next great ad in honor of its 85thanniversary.
This week Carl’s Jr. announced The Carl's Jr. 85th Birthday Fan
Video Contest, inviting fans of the brand to create and submit an original 30- to 60- second video “showing their spin on an iconic Carl's Jr ad" through Aug. 7. Contestants’ submissions
should “infuse the brand's bold personality and craveable menu items using their own authentic style to be considered.”
The winner doesn’t just receive accolades for
creating an ad for the burger brand; they will also receive an $85,000 prize in honor of Carl’s Jr. 85th anniversary.
“For 85 years, our fans have been the real stars.
As we celebrate this milestone, we wanted to give back in a way that puts our fans and their bold ideas at the center of the moment,” said Burge Diemer, chief marketing officer at Carl's Jr, in
a release. “
advertisement
advertisement
The call for entries also specified that entrants are “encouraged” to create videos for social media and “jingles,” as well as the “next iconic
ad.” Submissions must be posted publicly, tag Carl's Jr.'s and include the dedicated hashtags #MyCarlsJrAd and #Carls85th.
Around approximately Aug. 23, the brand will announce 10
finalists, who will then be entered into The Carl's Creative Bracket, which it describes as “a head-to-head voting experience hosted on Carl's Jr.'s social channels.” The public will be
able to vote, comment and engage with entries, with the final winner determined by a “combination of audience engagement and Carl's Jr. selection committee scores.”
The winner will
be announced around Aug. 28.
The consumer competition for the burger brand’s next ad is a far cry from Carl’s advertising history, which typically featured ads with
scantily clad models and celebrities such as Paris Hilton eating burgers. The brand recently brought back Hilton, in AI form, in a spot reminiscent of her car wash ad from 2004.