CKE Restaurants Holdings, the parent company of fast food chains Carl’s Jr. and Hardee’s, has teamed up with YouTube phenoms The Slow Mo Guys (and their nearly 10 million subscribers) and streaming platform Twitch for a clever new live ad activation in which the company will destroy props from its previous commercials in spectacular fashion.
The two-hour stream, which has been dubbed The Purge, and which is slated to air this Saturday on Twitch’s homepage at 4 pm ET, will see The Slow Mo Guys (aka Gavin Free and Daniel Gruchy) exploding a giant crate of bulk-bought bikinis, 900 gallons of tanning oil, remnant cases of meat cologne, and other former props from Carl’s Jr. and Hardee’s commercials. By disposing of these relics, CKE Restaurants — whose ads for the past decade have famously featured sexy women — is aiming to position itself as a pioneer in the burger industry as opposed to a provocateur.
Viewers will be able to vote on demolishment techniques, with options including a rocket launcher, baseball bat, and forklift truck. The Slow Mo Guys will co-host the event from a remote location in the California desert, performing their own demolitions and capturing instant slow-motion replays to air throughout the broadcast.
CKE previously partnered with Twitch to produce a live ad during the streaming launch of Waypoint, Vice‘s re-branded gaming-focused website, last October.
Check out a teaser for The Purge right here:
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