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Transcript for Carl's Jr. Super Bowl Ad Cooks Up Controversy

The other super bowl, of course, we're talking about the competition to be the most talked about commercial that airs during the game and this morning we have the first over the top contender, this one from the hamburger chain Karl's Jr. And has some people wondering if too sexy really sells. ABC's linsey Davis is here with the story. Good morning, linsey. Reporter: Hey, Lara. It is the first shock out of the super bowl season and features a model just about baring it all and while Karl's jr.'s new ad is inciting a fiery reaction online, some question if viewers are losing their appetite for raunchy during the big game. I love going all natural. Reporter: It's not clear until 28 seconds into this 42-second commercial that it's actually an ad for Karl's jr.'s new all natural burger. Grass fed beef. Reporter: Karl's Jr. Releasing the super bowl ad Wednesday on Twitter and already people are talking. But not so much about the all beef patties, one person tweeted, setting feminism back four decades. The more controversy, the better. I don't think they care one way or another what women think about these ads. No added hormones. Reporter: Karl's Jr. Edgy multimillion dollar super bowl campaigns regularly bank on the sex sells philosophy. ? Reporter: Previous commercials featuring indicate Upton, Paris Hilton and Heidi Klum so racy they prompted critics to create #womenaremorethanmeat. While others have filled foul on ads for being too sexy like this Calvin Klein or Mercedes-Benz ad from the same year, last year, the trend seemed to be turning more toward the cute. Or clever. What's LTE? Is it contains? A lot of advertisers have backed away from the sexy/raunchy advertising. Reporter: This year's early roster shows some companies may be toning down the shock value. The new commercial for go daddy which displayed a new Danica Patrick in 2011 is expected to show a tamer and fully clothed scene complete with this. http://emailset.operationquickmoney.training/52d968623ef37