Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.

If you've thought about this brand at all over the last few years, it may not have been in the most positive light.

All Carl's Jr. projected was smut, smut and more juicy smut.

To be entirely precise, it was models with few threads pouting lasciviously at burgers.

You surely remember Paris Hilton and Kate Upton involved in these ads.

Evidently, this worked for some people.

Evidently, Carl's Jr -- or, as you might know it, Hardee's -- finally realized that this was not only limited, but also not very contemporary.

Customers, you see, are now demanding something curious from burger chains: quality.

Bikini babes licking a pickle doesn't exactly ooze it.

So Carl's Jr./Hardee's has decided to confess to its sins and promise a new attitude. A new ad just released features the return of Carl Hardee Sr.

He had left the burger chain, the story goes, in the hands of his dissolute son, whose only interests seem to lie in virtual reality and being a virtual nincompoop who likes bikini-clad models.

Sr. is now back, determined to bring a little order and quality control to the place.

It's a relatively honest conceit, one timed to coincide with the departure of long-time CEO Andy Puzder. The very same Puzder who was nominated for Labor Secretary, but then encountered Congressional turbulence.

The danger now is whether the return of Sr. will make the brand memorable and relevant.

Carl Hardee Sr. is a sort of slightly more contemporary version of KFC's Colonel. Which is strange, given that Carl's Jr/Hardee's new CEO Jason Marker came from Yum Brands, the people who own KFC.

This is all quite some risk.

The ads had better be good and deliver an emotional connection beyond the traditionally carnal.

In the case of this one ad, it has potential. I do worry, however, about Carl Sr.'s beard. It doesn't look entirely natural, like so many burgers over the last 20 years.

The burger chain is also taking the smiley face off of its yellow star logo, as if it's now wanting to be taken seriously. It replacing its red and yellow lettering with black, as if it's now wanting to be taken very seriously.

Such transitions can often be fraught with risk. Many is the laughable entity that suddenly wanted to be taken seriously and failed. And I'm speaking of no specific TV personality in saying this, of course.

Here, Carl's Jr/Hardee's could suddenly be seen as dull and not, um, sexy -- if that's how you thought of it before.

But change in the fast food business is faster than the food. There's enormous jostling for saliency and every brand is trying to be innovative.

Perhaps being innovative for Carl's Jr./Hardee's lies in claiming a little maturity.

Some might say it's about time.