For its latest commercial project, Carl’s Jr. tapped creative agency Erich & Kallman to supercharge the next chapter for the brand – the unapologetic champion of big, over-the-top burgers at surprisingly accessible prices. Erich & Kallman introduced the new Angus Steakhouse Burger with a campaign that proves a burger this fancy deserves an equally fancy pair of pants.
“This ad gives the Angus Steakhouse Burger a bold, entertaining introduction for guests craving steakhouse-inspired indulgence,” said Burge Diemer, chief marketing officer at Carl’s Jr. “By turning the rituals of steakhouse dining into something unexpected, the creative shows how Carl’s Jr. keeps finding fresh, savory ways to bring our cooked-to-order burgers to life. That creative approach is grounded in our expertise in crafting quality, crave-worthy burgers and our ongoing commitment to innovation.”
The new Angus Steakhouse Burger delivers a premium steakhouse experience without the premium price tag. Featuring ⅓ lb of 100% Angus charbroiled beef, melty Swiss cheese, grilled onions, and a rich bistro steak sauce, the burger brings big flavor and indulgence to an everyday occasion.
As the latest limited-time offering in Carl’s Jr.’s ongoing burger revolution, the Angus Steakhouse Burger reinforces the brand’s commitment to quality, value and its game-changing cooked-to-order* approach. It’s everything consumers crave from a fancy steakhouse meal, for a surprisingly attainable price.
*Participation may vary.
When Carl’s Jr. makes a burger fancy enough for a steakhouse, the only logical next step is making sure you have pants fancy enough to eat it in,” said Eric Kallman, Co-Founder and CCO, Erich & Kallman. “Bert Kreischer took that idea way too far with total sincerity, and that’s what makes it so funny.”
To introduce the Angus Steakhouse Burger, Erich & Kallman took the idea of steakhouse-worthy indulgence to hilariously unexpected new heights. The premise was simple: if Carl’s Jr. made a burger fancy enough for a steakhouse, shouldn't you have pants fancy enough to eat it in?
Enter comedian Bert Kreischer, the ultimate everyman, who sets out to elevate his wardrobe to match his newly elevated burger experience. Directed by Fatal Farm of Gravy Films, the spot follows Kreischer as he cycles through an increasingly outrageous collection of “fancy pants,” each more extravagant than the last, transforming the burger’s premium positioning into a comedic spectacle.
With Carl’s Jr.’s unmistakable swagger and irreverent sense of humor, “Fancy Pants” makes the case that great burgers don’t have to come with a fancy price tag, giving consumers yet another delicious reason to believe in the brand’s burger revolution.
CREDITS
Client:
Iwona Alter, President, Carl's Jr.
Burge Diemer, SVP CMO, Carl’s Jr.
Kara Gasbarro, VP Creative Strategy, CKE Creative
Agency for the Commercial:
Eric Kallman, CCO
Steve Erich, President
Rikesh Lal, ECD
Kati Haberstock, Executive Director of Production Operations
DP Odishoo, Senior Producer
Jack Hansen, Copywriter
Eli Rothas, Art Director
Schaefer Felix, Project Director
Alexandra Hughes, Account Manager
Live Action Production: Gravy
Fatal Farm, Directors
Brent Stoller, Executive Producer
Ally Gnesin, Executive Producer
Alejandro Aguiar, Line Producer
Tom Banks, Director of Photography
Editorial, VFX, Color: ARC Creative
Creative Director: John Leonti
Managing Director: Anastasia von Rahl
Executive Producers: Hillary Thomas, Jo Arghiris
Shoot Supervisor: Yarin Manes
VFX Supervisor: Chris Kasten
Senior Producer: Alicia Dovale
Production Coordinator: Spencer Coudal
Editor: Sean Berringer
CG Artist: Cameron Mitchel
2D Artists: Jason Heinze, Katerina Arroyo, Rajinikanth Radhakrishnan
DMP: Brandon Kachel
Motion Graphics: Susanna Tung
Colorist: Logan Highlen
Senior Color Assist: Brodie Alexander
Color Coordinator: Colin Bokor
Social: Get Engaged
Michelle Keklik, Senior Manager Celebrity & Partnerships
Grace-Caroline Larcade, Senior Manager Celebrity & Partnerships
Ty Nicholson, Senior Videographer
Delaney Free, Senior Manager, Social Media
Julia Singer, Account Manager
Mason Miller, Account Manager
PR: FleishmanHillard, Adrianna Lauricella (AGE-NC)
Media: PMG, Scott Sutton, Director of Media, Ben Halliwell, Chief Commercial Officer (CKE Restaurants)
Digital: Jessica Wu, Vice President Digital (CKE Restaurants)
