Folksy and charming, Carl Hardee Sr. Played by actor-musician Charles Esten from the soapy series Nashville, the weathered and bearded character takes control of the company from his wayward son in the opening moments of the new spot. Flanked by movers who quickly get to work tearing down the displays of branded hedonism, Senior quickly gets the attention of his out-of-control progeny and his long-suffering employees. The mechanical bull in the corner office can stay, though. The target audience is the same—young, hungry guys—but Norcross said the brand wants to be considered as a lower-priced alternative to competitors like Shake Shack, The Habit and others in the currently hot better-burger category.