To launch the Southwest Patty Melt, a spicy twist on a classic, we put a spicy twist on a classic scene in a classic car with a classic beauty, Kate Upton.

The end result was over 10 million views on YouTube, over 900 million earned media impressions, the #1 Viral Video on AdAge, increased impressions among young guys without lowering other demos, and record-breaking sales at both Carl's Jr. and Hardee's.

It was featured on a CBS primetime TV program showcasing the best commercials in the world.

Thank you, Kate!