Carl’s Jr ‘Leaks’ Internal Videos That Depict Customers As Hungry Mindless Souls

Video screenshot via Carl’s Jr

Carl’s Jr has cooked up a flipping humorous campaign to make way for Free Burger Day. Teaming up with Austin-based creative agency Callen, the fast-food chain released a series of “leaked” training videos supposedly aimed at prepping employees for the chaos expected when hungry customers swarm in for their free fix.

Launched during the leadup to the Super Bowl, these mockumentary-style clips, disguised as serious corporate materials, offered tongue-in-cheek advice on how to handle the ravenous hordes of burger-crazed customers expected on the special day on February 12.

From appeasing the hangry masses to mastering the art of burger diplomacy, Carl’s Jr employees were put through their paces in hilarious ways.

Alongside the “mistakenly” published videos, Carl’s Jr rolled out a fake carlsjr-internal.training website, complete with quizzes and gags, serving as the ultimate hub for aspiring employees of the month.

Screenshot via carlsjr-internal.training

The pièce de résistance was an “apology” video from Jennifer Tate, CKE Restaurants’ chief marketing officer, donning a riot suit in jest as she prepares for the mayhem.

“A lot of brands say they want great work but aren’t willing to take the necessary risks to actually achieve it. This was not one of those times,” shares Craig Allen, chief creative officer at Callen. 

“We presented some truly outrageous ideas and the brand team was willing to lean in at every turn. In Jennifer’s case, literally wearing a riot suit and acting in her own spots for the sake of comedy and storytelling.”

[via Ads of the World and Ad Age, images via Carl’s Jr]