I asserted that the election of President Donald Trump was the beginning of a new era for Alpha Males.

Proof that my theory is holding true comes in the form of a fun, new ad from Carl’s Jr. and Hardee’s:

Meet “our founder”, Carl Hardee Sr. After trusting the company to his son for a few years, Carl Sr. is back to focus on what we do best: making damn tasty food. Say goodbye to women in tiny bathing suits; now it’s all about grass-fed beef, hand-breaded chicken tenders, made-from-scratch biscuits and bacon on pretty much everything.

The parent company explains the new direction:

For years, Carl’s Jr. and Hardee’s featured sexy TV ads with Paris Hilton and Kate Upton lustily devouring drippy hamburgers. Now the fast-food chain says it wants to grow up.

With its customers demanding higher quality, the restaurant is making changes, starting with a TV ad campaign that openly mocks the sex-fueled formula that led to higher sales for years. It’s also revamping its yellow star logo and bringing in a CEO to replace Andy Puzder, who is leaving after failing in his bid to become President Trump’s Labor Secretary. The changes are geared toward broadening the chain’s customer base.

The dual chain’s parent, CKE Restaurants Holdings, based in Franklin, Tenn., is the latest company to adjust to the sizzling pace of change in the fast-food industry. Other giants are also tweaking their menus and images. Just this month, McDonald’s executives told investors that they are focusing on improving the quality of the chain’s food, particularly its burger and chicken offerings, among other initiatives.

For Carl’s Jr./Hardee’s, the answer isn’t to alter the menu, it’s to go a bit more upscale with its image.

Whatever the reason, the ad is one of the best I have seen! Enjoy it with a burger and fries.