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Creativity Online

Rate the Ad: Carl's Jr.: Padma Lakshmi

The host of Top Chef mixes sex appeal with bacon and beef.

Published: Apr 01, 2009
Last time on Rate the Ad, we took a look at parodies of Internet memes from Geico and its plucky gecko. The Martin Agency launched the campaign with the Numa Numa guy singing a new song while gecko dances behind him. The viral is one of many parodies on the gecko's YouTube channel. Well, what do you think of a brand jumping into the internet video dialogue? Are the parodies funny? Or off the mark? Is Geico making an impact with just the lizard and no logo or URL?

Rate the Adsters were split on the concept. Some, like commenter "lilytomczak18" think Geico is maintaining their quirky stride with this effort: "I think Geico is on the right track with their viral campaign here. I believe this hits their style, plus it's a new way to build their target audience via the internet. As for the quality, it's funny because it's not supposed to be perfect, just like all the other home videos on the internet. It's just Gecko with his own You Tube channel, connecting with his audience, the average consumer, once again. For a short period, one time thing, I think it's a good choice for a campaign."

On the other hand, some were not so charmed by the gecko's wily green ways. "MissG" says, "I think it is absolutely irrelevant for the brand's target. ...I don't get it. The video is boring and the quality is really bad. I would have never guessed that thing moving in the back was a gecko; I thought it was a green hamster."

This week, we look at a sultry spot that brings together the beautiful Padma Lakshmi, a lot of cleavage and a Western bacon thick burger. For fast food chain Carl's Jr. and Hardee's, the Top Chef host, cookbook author and ex-model assures us that culinary expertise has never quashed her longtime love of sneaking out for a meat sandwich. To demonstrate, she then proceeds to enthusiastically devour a very saucy burger on the steps of what looks like a New York City stoop. We want to know, does this spot bring new meaning to the phrase "food porn?" Are you enticed? Disgusted? Share your thoughts on this lady meets burger romp, below.
11 Comments: By steveweinshel April 1st, 2009 07:10:23 pm

Does the burger have as much cheese as the copy? I prefer beautiful women without sauce dripping on them, but I know there are fans of the sauce drenched. It will probably be an effective spot representing a momentary nirvana for males who routinely crave a beef and bacon combo with their fantasizing.

By DAFuller April 1st, 2009 07:13:51 pm

I don't believe it. I don't believe the lady, dressed as she is, would be doing what she's doing. I don't believe she gives a rat's a** about the bacon. And I think the thing is just a big cliché. So no, I'm not enticed, No, I'm not disgusted. I'm wishing for better creative.

By efil4zaggin April 1st, 2009 11:11:01 pm

paris hilton did it better. I can't believe I just said that but thats all I have to say about that.

By kombizz April 2nd, 2009 01:04:23 am

It seems there is a person sitting down there to wipe out her katchup's dropping on her face and on her skirt. Also isn't it too easy to grab a hefty burger ONLY with one hand?

By sesan73 April 2nd, 2009 03:31:39 am

It's easy to get lost in all that beautiful skin, but the burger still entices you. So it's really about what gets your attention...soft porn...food porn...question is, what are you hungry for???

By jreigelman April 2nd, 2009 08:00:57 am

Very disappointed when I saw this ad. Even understanding the tone of the Hardee's campaign, it just isn't a good fit--especially for Padma. It definitely degrades her image, and it even seems a little off base from Hardee's. This one misses the mark for me.

By dionik April 2nd, 2009 08:30:06 am

Everything was fine except the punchline. That made it in bad 'taste'.

By JohnMcCain April 2nd, 2009 09:33:58 am

I need a burger.

By RossCauv April 2nd, 2009 10:54:49 am

yeah it should've been like, "more than just a piece of meat...meat with more meat on top." Because that's the way the spot was pretty much shot.

By pullpusher April 2nd, 2009 01:00:03 pm

Maybe I'm in the minority, but I'm not sure a lot of folks relate to the "remember when you used to sneak out to gorge on greasy food, and BEFORE DINNER!? haha! We were such rebels. You know, back in high school". The imagery is fine, cliched as mentioned, expected, nothing new. But the ad copy! So bad. If they just left out the "tasted every flavor imaginable" and the "sneaking out..." part, and replaced it with "I, model/foodie, have a secret. I indulge in hilariously large hamburgers".

By aguembes April 7th, 2009 12:15:23 pm

Not that impressed.

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