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Campaign ran: November 2013

Why the fuss: Carl’s Jr., the quick-service pioneer in double-entendre advertising, has taken the bulk of criticism for racy advertisements ever since its 2005 commercial featuring a bikini-clad Paris Hilton. That controversy has dissipated somewhat, probably because consumers have come to expect ads like recent spots with Kate Upton, Kim Kardashian and other famous females. Last year’s “Great Buns” ad kept up the theme of marketing indulgent burgers to Carl’s Jr.’s core demographic of “young, hungry guys,” who in the commercial are seen complementing the buns of female customers — the fresh-baked buns of their burgers, not their derrieres.