How Stupid Do You Think We Are, Carl?

I almost admire the chutzpah.

Carl's Jr. introduced higher-priced burgers a few years ago and how did they do it? By saying you're lucky you're getting them so cheap. They called it the "Six Dollar Burger"--i.e., the amount you'd allegedly pay elsewhere. So charging $3.95 is a break--heck, you're making money.

I could almost buy this pitch, but now they've gone too far. They've got the new portobello burger which goes for around five bucks. The ad shows these guys sitting in an office lunchroom and one of their compatriots comes in with the portobellos. How much did this cost? they wonder. Twenty bucks, one of them guesses. At least, another adds.

Come on. A guy brings in burgers and--even if he's removed them from the bag--you're guessing they're twenty bucks?! If I worked in an office and some guy came in with twenty dollar burgers and asked me to pitch in, I'd never let him get the food again.

You can see the ad here.