Hardee's Angus thickburgers launch campaign: A hit or miss?

While driving through the roads of Karachi, i came across some billboards that were too explicit and bold. It took me some time to figure out that it was a launch campaign for American fast food chain Hardee's new Angus thickburgers.

 The campaign has gained enough publicity and recieved a great deal of attention on social media due to the subliminal taglines such as "unbuckle your belt","use both hands" and "open wide".

In the ads, the Angus thickburgers are nowhere to be seen, instead one sees blown up figures of a pair of hands holding the invisible Angus, a wide open mouth and an extreme close up of an unzipped denim.

The campaign generated some noise, got noticed and was talked about. People liked it, took pictures, pointed fingers, posted the ads on twitter, facebook and instagram. Discussions took place on social media and many blogs were written to highlight the campaign.

Good or bad, the gutsy initiative by Hardee's is commendable for pushing the envelope and for breaking free from the monotonous and typical fast food advertising. The campaign was bold yet very creative.