Christian Broadcaster Blasts Carl's, Jr. for Ad's Sexual Innuendo
by James L. Lambert
November 14, 2003
(AgapePress) - Los Angeles syndicated conservative radio talk-show host, Paul McGuire, can't understand why a large restaurant chain like Carl's, Jr. would adopt Hugh Hefner as a representative for their company. In a recently released television advertisement described by the company's press release as "variety," the founder of the Playboy empire "humorously allude[s] to [his] enjoyment of variety" -- in comparison to the fast-food chain's variety in their menu."People always ask me: 'Hey, Hef. Do you have favorites?' I tell 'em, 'No -- It's not about that," Hefner says in the commercial. Three young, alluring women then offer their insights into Hefner's plight. "He can have anything he wants. I don't know how he makes the choice," says the first woman. The second says, "I feel for Hef. It's so hard to choose." And finally the third: "I don't know how he does it." Hefner's response? "I love 'em all. It just depends on what I'm in the mood for."
The commercial concludes with Hefner biting into a hamburger while the announcer says: "Because some guys don't like the same thing night after night."
According to Carl's, Jr. media relations office, the advertisement targets young men in their 20s and early 30s. Fast-food chains like Carl's, Jr. have a broad cross-section of customers, but are also popular among "soccer moms" and their kids.
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KBRT's Paul McGuire |
Paul McGuire hosts a syndicated afternoon radio program on KBRT in Orange County, a Christian-format AM station that covers Southern California. "I have 100,000 friends that listen to me everyday," McGuire said earlier this week. "I am sickened when every time I think of biting into a Carl's, Jr. hamburger, I see an aging Hugh Hefner in his silk PJs. I literally want to vomit. I believe many of my friends will think the same way."Clearly McGuire is deeply disappointed with Carl's new advertising campaign featuring the porn icon. The popular talk-show host summed up his feelings by saying, "Carl's, Jr. used to be my favorite fast food. Now I will go out of my way to avoid patronizing them."
The parent company of Carl's, Jr. is CKE Restaurants, Inc. CKE President and CEO Andy Puzder stated in a recent press release: "Who better to deliver the message of variety than Hugh Hefner? We're appealing to an audience of young, hungry guys who expect a quality product, but want to have something different from time to time .... As a pop-icon, Hefner appeals to our target audience and credibly communicates our message of variety."
Hugh Hefner has long credited himself for the rise of the sexual revolution in America. December marks the 50th anniversary of the founding of Playboy magazine. According to past reports, Hefner's personal sexual "variety" includes group sex, orgies, and sex with blood sisters, among others. Using Hefner to communicate Carl's, Jr. "message of variety" is not only controversial, but offensive to many pro-family advocates. Over the course of one generation, Hefner's porn-laced message of free sex has brought the culture from an era of abstinence to one with epidemic levels of sexually transmitted diseases. Hefner's fantasy world has exploited women and devalued the role of traditional marriage in society.
McGuire and others in his listening audience -- along with several pro-family leaders -- likely would ask CKE president Puzder: Is this the type of person you want to represent your company?
Dr. Judith Reisman is the author of Soft Porn Plays Hardball (Huntington House Publishers). Upon hearing of Hefner's association with CKE, she was quoted as saying that "Playboy's treatment of women and children like hamburger meat is well documented in our Department of Juvenile Justice research." Don Wildmon, founder of American Family Association, stated last week that "we'll never know how many millions of little boys have been negatively influenced by Hefner's porn magazines." (See Earlier Article)
A spokeswoman for Carl's, Jr. responded to inquiries about the Hefner commercial and defended her company, saying that "the proof is in what we do everyday." Carl's, Jr. and CKE are involved in many community projects including scholarship programs, donations to non-profit organizations, student scholarships, and venues that benefit the needy.
But when discussing the airing of the Hefner ad, she said that ultimately "the parents need to take responsibility" for the viewing of any and all programming. This ad was aired during a recent Los Angeles Lakers game (often shown in the early hours of the evening). The spokeswoman pointed out that Miller Lite and other advertisers provide advertising with sexual innuendoes as well.
Carl's, Jr. operates more than 1,000 restaurants. CKE, the parent company of Carl's, Jr., also owns more than 2,100 Hardee's restaurants and 100 La Salsa Fresh Mexican Grills.
