Carl's Jr. Super Bowl Ad Cooks Up Controversy

Some say the commercial for the fast food company's new, all-natural burger is more buns than burger.
3:10 | 01/22/15

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Transcript for Carl's Jr. Super Bowl Ad Cooks Up Controversy
The other super bowl, of course, we're talking about the competition to be the most talked about commercial that airs during the game and this morning we have the first over the top contender, this one from the hamburger chain Karl's Jr. And has some people wondering if too sexy really sells. ABC's linsey Davis is here with the story. Good morning, linsey. Reporter: Hey, Lara. It is the first shock out of the super bowl season and features a model just about baring it all and while Karl's jr.'s new ad is inciting a fiery reaction online, some question if viewers are losing their appetite for raunchy during the big game. I love going all natural. Reporter: It's not clear until 28 seconds into this 42-second commercial that it's actually an ad for Karl's jr.'s new all natural burger. Grass fed beef. Reporter: Karl's Jr. Releasing the super bowl ad Wednesday on Twitter and already people are talking. But not so much about the all beef patties, one person tweeted, setting feminism back four decades. The more controversy, the better. I don't think they care one way or another what women think about these ads. No added hormones. Reporter: Karl's Jr. Edgy multimillion dollar super bowl campaigns regularly bank on the sex sells philosophy. ? Reporter: Previous commercials featuring indicate Upton, Paris Hilton and Heidi Klum so racy they prompted critics to create #womenaremorethanmeat. While others have filled foul on ads for being too sexy like this Calvin Klein or Mercedes-Benz ad from the same year, last year, the trend seemed to be turning more toward the cute. Or clever. What's LTE? Is it contains? A lot of advertisers have backed away from the sexy/raunchy advertising. Reporter: This year's early roster shows some companies may be toning down the shock value. The new commercial for go daddy which displayed a new Danica Patrick in 2011 is expected to show a tamer and fully clothed scene complete with this adorable puppy. The first ever in fast food. Reporter: As for Carl's Jr., it seems they're sticking to the original recipe of more buns than burger. A representative from the parent company of Karl's jr.'s said they don't show anything you wouldn't see at the beach and that they don't cross the line but like to get right up to it and while it's estimated 46% of super bowl viewers are women, this ad reportedly targets the brand's core which is 18 to 34-year-old hungry guy which apparently also includes Michael Strahan because the reaction there, he was all eyes. I see guys chipping ice and squirting water -- That was over the top. That kind of -- my jaw dropped on that one. They said they don't cross the line, really? They're like, whoa, whoa, whoa. Linsey brought it all home with more buns than burger. That's the takeaway there. Thank you. We'll be talking about that one. I'm guessing you you will too.

This transcript has been automatically generated and may not be 100% accurate.

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