Carl's Jr. and Hardee's humorously troll competitors in new ads for the chains' $5 All-Star meals.
In spots that play heavily on value, the chains take aim at fast-food rivals like Subway--one spot, seen here, shows a guy in his basement guillotining what looks suspiciously like a $5 dollar sandwich from the sandwich seller.
Another ad talks about "playing dollar-menu bingo" and ending up with an un-appetizing looking "fish sandwich" while a third spot shows a man burning his mouth on a gas stastion burrito which "tastes like diesel and sadness."
The campaign is by 72andSunny and was directed by Eric Appel at Furlined.
The chains' new $5 All-Star Meals have been phased in at restaurants around the U.S. before a system-wide launch starting today marking the first national value promotion for both brands. The new strategy is being overseen by new CMO Jeff Jenkins.