SI swimsuit model Kate Upton stars in CKE Restaurants' commercial

CKE Restaurants, parent company of Carl's Jr. and Hardee's brands, today released behind-the-scenes footage of its new commercial shoot starring Kate Upton, the 2012 Sports Illustrated Swimsuit Issue cover girl.

The commercial for the Carl's Jr. and Hardee's Southwest Patty Melt was filmed the night of Jan. 31 through the morning of Feb. 1, on a hilltop overlooking downtown Los Angeles. The 30-second commercial starring Upton will begin airing in late February, in support of the Southwest Patty Melt's arrival at Hardee's on Feb. 20 and at Carl's Jr. on Feb. 22.

The ad was created by 72andSunny, which was handed the company's creative assignment in December without review.

The move came after two veterans from Mendelsohn/Zien, Carl's Jr.'s former AOR, joined the 72andSunny team. Mendelsohn/Zien was responsible for some of Carl's Jr.'s more memorable ads featuring celebrities such as Paris Hilton, Kim Kardashian and Padma Lakshmi.

Upton's behind-the-scenes footage is available here:

Read more about marketing campaigns.

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