Carl's Jr Doesn't Do Subtle — Ezra's Portfolio

Hello, I’m Ezra. Senior Copywriter. Serial obsessor over absurd things.

Here are some of my favourite things I've obsessed over in the past 10 years.

It’s Wattie’s You Need
Data Piñata
The Comedy Treatment
The Kiwi Chronicles
Carls Jr Doesn’t Do Subtle
A Fresh Perspective
Bad Gifts For Good
Supreme Noel-ledge
The Thirteen Month Calendar
Hey Small Spender
Auckland Forever
Phone Lullabies

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Carl’s Jr. Doesn’t Do Subtle

Carl’s Jr / Fast Food

AV/OOH/Social

Role: Copy, script development

Introducing New Zealand to the Carl’s Jr flavour

Carl’s Jr doesn’t have a signature burger, they have a signature flavour.
To introduce New Zealand to this flavour, we invented a character called CJ (get it?!) who embodied the bold, saucy, unsubtle flavour of the menu.

Launch Spot

Unsubtle flavour for any occasion

Unsubtly showing off the menu

Credits
CD Frank Garguilo
CD Jeff Tune
Director Christopher Hill