We “advertisers” look at commercials in a totally different way than the average consumer. I think…What agency did that? What was their strategy? How are they positioning this product within their family of products? Is this part of a bigger campaign?

I did just that during a commercial break while watching the Chargers game on Sunday.

The positioning of the Carl’s Jr menu might as well have been oozing out of my big screen. They have done a great job positioning their menu (that contains items such as the Six Dollar Burger, the Guacamole Bacon Burger and the Big Country Breakfast Burrito). The 30 second spots feature the proverbial guys guy in proverbial guys guy situations interacting with the ultimate in guys guy foods from their extensive menu.  Did I mention that several of the spots ran during the ultimate of guys guy TV, NFL Football? Take a peek here.

When a consumer (Carl’s Jr target – a guys guy himself) sees this commercial, they will see a hearty meal that will stick to his ribs. When I see this commercial I think of the strategy that went behind these concepts. Identifying the audience, understanding their mindset, defining the positioning and ultimately the strategy. Oh how I miss the days of just watching a commercial because they were funny!