Hugh Hefner is Carl's Jr.'s new spokesman! Who would've thunk it? The Wall St. Journal brings it on, straight up. Brian Steinberg's story gives us the skinny:

"Brand-image experts say Mr. Hefner exudes a certain personal charm that crosses generations, a kind of tongue-in-cheek hip sensibility. 'He is sort of an American Austin Powers,' notes Allen Adamson, a managing director at Landor, a branding concern. 'As such, he has this irreverent retro appeal that - for the right product - can draw attention.' The bottom line: 20-something consumers just think Mr. Hefner is a fun dude. 'He has become the gentle grandpa who has just a little bit of a wild side,' says David Morrison of Twentysomething Inc., a Philadelphia youth-marketing consultancy."