It will assuredly be one of the year's most talked-about Super Bowl commercials, and most of the country won't even see it on TV.
Carl's Jr.'s newest ad—which can be viewed above and is considered NSFW—features model Charlotte McKinney going "Au Naturel" due to her fondness of the restaurant chain's All-Natural Burger. It unsurprisingly stirred up a lot of criticism when it first hit the Internet, and according to USA Today's Bruce Horovitz, it will only be seen by viewers in the Western United States during the big game.
"It's like porn meets American Pastime," branding consultant Erika Napoletano told Horovitz. "It makes NFL cheerleaders—underpaid and underclothed—look like nuns in comparison."
Carl's Jr. is no stranger to controversy when it comes to its commercials. In similarly risque ads, it has featured Kate Upton, Paris Hilton and Hedi Klum, among others, in the past.
As Time.com's Brad Tuttle noted, this comes at a time when many advertisers are moving away from the "sex sells" mantra. Actress and writer Mindy Kaling and Paralympian snowboarder Amy Purdy will be featured in ads, while one online video from Victoria's Secret features its models in full football gear.
Carl's Jr. appears uninterested in adapting despite 46 percent of the Super Bowl audience being female, per Horovitz, and it bears watching how that works out for the company.