Lynx/Axe is no longer the means to getting laid. Go Daddy has your back, rather than your other bits. Skol is no longer the beer to accompany ogling bikini bodies.

Sleazy and sexist do not have the pulling power they once had. Triggering complaints is no longer behaviour that wins fans. Bad boy humour has lost its sheen (no pun about Sheen intended).

And now the fourth big brand built on brash boob and booty-laden advertising has caught on. Carl’s Jr has grown up and got serious.

US burger chain, Carl’s Jr. (which also has locations in Australia) has rebranded. Fictional dad, and new brand ambassador, Carl Hardee Sr, has moved back into the business and taken it back to its roots – food. Bad boy brand personification, Carl Hardee Jr, has been overthrown.

And to make sure that the message is understood, Carl’s Jr’s agency, 72andSunny is demolishing the company’s sleazy past – literally.

In a 30 second spot, 72andSunny has announced that its will purge its ad history by blowing up its old ads featuring scantily clad women. This will happen on April 8 on Twitch, from 2-4pm in the US. And the agency is inviting people to vote on how each piece is destroyed.

Jason Norcross, partner and executive creative director at 72andSunny, explained, “With this brand transformation campaign, we’re figuratively blowing up the past, so we thought it’d be fun to invite fans to help us literally blow it up too.

“We’re taking representations of the past out to a remote location, and ceremoniously blowing it all up for everyone to see. We’ve partnered with Twitch to give people the chance to play along and decide just how Carl Hardee Sr and Carl Hardee Jr destroy each relic. It’s just another example of the brand having fun with its past in order to chart a new course that gets back to focusing on the food.”

72andSunny has created all elements of the rebrand, including broadcast, online and social media films, packaging redesign, in-store menus, employee uniforms and company logos.

Here’s a taste of what will be “purged”: