Carl’s Jr. has made a habit of making commercials that apparently only Carl’s Jr. employees, as well as its agency and brand partners think are any good.
The latest installment of ridiculousness comes in the form of a cross-promotion with “X-Men: Days of Future Past,” whereby the restaurant chain is marketing it burgers and breakfast sandwiches with “X-tra” (read: double) bacon.
Particularly offensive was the first reveal of the character Quicksilver—yet to be seen in X-Men films—speed-noshing on a burger.
You can say what you want about comic book fans, but they are purists at heart. Show their favorite characters out of context and feel their wrath.
There’s also an ad featuring the character Mystique, who is normally played by Jennifer Lawrence. Not in this Carl’s Jr. spot. Instead, Mystque turns into a burger-loving bro:
A third commercial features Colossus, who eats a bacon burger and smashes through a wall. Harmless enough—if it didn’t pull out the pun “Colossal amounts of bacon.”
K. Thor Jensen of A Short and Happy Life
hates the campaign. He had this to say to Yahoo Movies
Carl's Jr. is notorious for embarrassingly missing the zeitgeist year after year with their tone-deaf, sexist commercials, so it's not surprising that they can't even get a simple movie tie-in right.
It doesn't help that the commercials look to have been made on a public access TV budget and have a burger selfie Instagram contest attached to them.
But how do you use a dystopian time travel story — one of the darkest in 'X-Men' history — to sell burgers in the first place. 'Every hero you knew and loved is dead - chow down on these big slabs of bacon! #EatLikeYouMeanIt' It just doesn't work.
On top of all that, some critics are taking issue with the idea of super-fit super heroes cramming several hundred more-than-logical calories down their gullets.
Aaaaaand cue the boycott hashtag: