Carl’s Jr. has landed Hugh Hefner as a spokesperson in a new advertising campaign with a variety theme. The ads, according to Carl’s Jr., “humorously allude to Hefner’s enjoyment of variety.” The press release announcing the campaign features the subhead “Because Some Guys Don’t Want the Same Thing Day After Day.”

The ads support the launch of a new line of Six Dollar Burgers.

Will the ads pay off or backfire? Stay tuned.

News, Carl's Jr.