Douglas Duncan devours Texas Toast in new Hardee’s commercial

Douglas Duncan takes a bite out of a Hardee's Texas Toast Breakfast Sandwich in a new commerical.


  • Hardee's released a TV commerical spot featuring PBR rider Douglas Duncan this week.
  • Duncan can be seen eating a Texas Toast Breakfast Sandwich.
  • The commercial will air through mid-October in 29 states across the country, where more than 1,700 Hardee's restaurants are located.

In This Article

PUEBLO, Colo. ― Hardee's is reintroducing America to its Texas Toast Breakfast Sandwich with a new ad campaign that kicked off this week starring PBR bull rider Douglas Duncan

Duncan, seemingly still banged-up from his last ride with scrapes, bruises and a layer of dirt covering his chaps, is seen devouring the thick, buttery Texas toast and its savory eggs and sausage, bacon or ham in true "Hardee's" fashion.  It's a Texas-size breakfast, fit for the Texas-size appetite of Alvin, Texas's PBR bull rider, Duncan. The commercial will air through mid-October in 29 states across the country, where more than 1,700 Hardee's restaurants are located.

Coming just two weeks after the sport's top bovine athlete, Bushwacker, became the first animal to be featured in ESPN the Magazine's Body Issue, the Hardee's commercial is the next in a growing list of major mainstream media endorsements and features for the Professional Bull Riders during the sport's 20th anniversary season. 

"We're excited to see a national advertiser tapping into the talent and lure of a bull rider and the brand of the PBR," said Sean Gleason, COO of the Professional Bull Riders.  "Douglas is just one of the PBR personalities whose appeal resonates not only with traditional bull riding fans, but also with every male who ever pretended to be a cowboy."

Once voted by as one of the sexiest cowboys of the PBR, Duncan provided the rugged Texas flavor that Los Angeles and Amsterdam-based creative agency 72andSunny sought for the ad.

"We're always looking for talent that best represents our target demographic and compliments our products - so Douglas was a natural fit," said Justin Hooper, Creative Director of 72andSunny. "He's authentic, rugged, a native born Texan and he knows how to work up one heck of an appetite. Our Hardee's Texas Toast Breakfast Sandwich certainly satisfies that kind of hunger."

Duncan is one of the elite Top 35 bull riders in the world competing on the 2013 PBR Built Ford Tough Series, which airs weekly on CBS and CBS Sports Network during its season.  The 2013 BFTS season resumes Aug. 16-17 in Tulsa, Okla., at the BOK Center with the Express Employment Professionals Classic presented by WinStar World Casino. It's the first event of the remaining nine regular-season events before the season-culminating PBR Built Ford Tough World Finals in Las Vegas Oct. 23-27.

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