Carl’s Jr were looking to stand out in a crowded category within the New Zealand market, and were keen to employ an ‘always on’ campaign of revolving TV & radio spots that didn’t require bespoke shoot production each time.

Using the Carl’s Jr. ‘larger than life’, unapologetic personality, our concept was to pair each new release burger flavour with peak TV shows at dinner time.

Inspired by traditional censorship warnings that would preface the start of the show, we created numerous short spots over two years, that ‘warned’ viewers of the ‘naughtiness’ of a Carl’s Jr burger - specifically targeting the young male demographic.