Carl’s Jr: Sara Sampaio Commercial (2015)

In 2015, Portuguese model Sara Sampaio starred in the commercial dedicated to the “El Diablo” burger, the spiciest sandwich ever launched by Carl’s Jr. The commercial is set in a hotel entirely made of ice: Sara enters wrapped in a white fur coat and, once sheltered, removes it revealing a fiery red bikini. As she bites into the sandwich, heat (symbolic and visual) begins to melt the ice walls around her. The message is clear: it is “too hot to handle.” The commercial continues the brand’s tradition of blending sex appeal and food into a single visual and spectacular narrative.