The head of Boddie-Noell Enterprises, based in Rocky Mount, said he knows the commercial would play well with some customers, but others - including some of the company's employees - would be offended.

"While we are all for pushing the envelope of things, we felt it was too edgy," said Bill Boddie, the company's president and chief executive officer.

Hardee's owners in each TV market decide whether to air the company's commercials. Boddie-Noell owns 315 Hardee's in four states including North Carolina.

The ad premiered last month on the West Coast, touting a new burger for the Carl's Jr. hamburger chain - which, like Hardee's, is owned by CKE Restaurants. The same ad will be used to promote Hardee's new Spicy BBQ Thickburger starting next week.

The ad instantly sparked controversy, prompting Hardee's to promise that it won't air it in any market before 9 p.m.

But it won't air at all in the markets dominated by Boddie-Noell - the Triangle, the Triad, Wilmington, the New Bern/Greenville/Washington area and throughout Virginia.

Boddie said he tried to keep an open mind when the commercial first aired, but was swayed by community reaction.

"We made a pretty quick decision not to run it," he said.

Source: Herald