Carl’s Jr demonstrates the art of advertising that talks to itself
I give “Pioneers of the great American burger” 17 points out of a possible 10 on the FBI (Flatulent Boast Index). To understand why, one need only imagine overhearing this conversation:
Real Person 1: Did you know that the folks at Carl’s Jr are pioneers of the great American burger?
Real Person 2: No kidding? Then that’s the place for me.
“Pioneers of the great American burger” is a classic case of advertisers talking to themselves, mistaking their own drivel for something meaningful. It’s easy to imagine the CEO and the marketing team sitting around the conference table, saying, “Ooooh, I like that.” What they seem to have overlooked is that what they like or don’t like is irrelevant. They aren’t the target market.
Alas, it’s their budget to squander as they wish.