Known for their commercials featuring scantily clad women biting burgers, CKE Restaurants—the parent company of Hardee’s/Carl’s Jr—has turned a marketing 180 . . . and they’ve enlisted the help of Nashville star Charles Esten.

Charles, who plays Carl Hardee Sr. in the clip, returns to the company that his son has turned into a corporate free-for-all in an effort to get the focus back on the burgers instead of the bikinis.

It’s a hilarious piece of marketing, and Charles is outstanding in the role. Kudos.