Hardee's Crowdsources Little Thickburger Campaign

Remember those Little Thickburger commercials from last year? Riffing off that, Hardee's launched an ad generator app so fans could create their own Thickburger comparisons.

The company expected maybe one or two to shine, but it turns out about 16 spots turned out to be broadcast-quality. (Though when you think about it, it's a pretty tough formula to screw up: [Big thing. Little thing.] Extra points for wordplay.) See them here.

"And we didn't even offer them a million dollars. Or anything for that matter," Hardee's added, puffing its chest out for extra effect.

Yeeeeah. Who'd've guessed that people would produce ads for no incentive beyond the fleeting hope of being broadcast -- and recognized as creative geniuses by all their lesser-known friends. Nobody ever does that.

For what it's worth, the company hasn't thrown in the entire creative towel. It just finished shooting an ad featuring Top Chef's Padma Lakshmi. "I gotta tell you she was totally hot and a real class act. Can really put down a burger, too," the PR boasted. (When did these things get so personality-driven?) See a shot of her downing a big messy meat patty.