Carl’s Jr has come up with a novel way to get around the New Zealand ban of its American TV commercial. The Commercial Approvals Bureau banned the restaurant’s Memphis BBQ Burger ad from broadcast here because it uses sexual appeal in an exploitative and degrading manner.
Restaurant Brands CEO Russel Creedy says he did not expect the ads to be banned and the company wants to use the same marketing DNA for all New Zealand advertising, reports The National Business Review: “The objective of our advertising is to cut through the clutter and reach our target audience of young hungry guys.”
The company ran the advertising online and through social media earlier this year. However, it is now also using Special Group (ad agency) to create racy radio spots that detail what happened in the banned ad.
They are voiced over by an American and describe two girls eating Carl’s Jr’s products. Special Group creative director Tony Bradbourne says it is a challenge to let people imagine visually with radio. “Sometimes restrictions like that really push you further.”
He dismisses concerns the new radio ads may also be banned. “It’s just great humor which is on tone and on brand for our audience.”
Hear the radio ad here: