Burger King president Tom Curtis stepped in front of a camera for the chain’s latest ad, a move that surprised many who view CEOs as behind‑the‑scenes figures. The 90‑second spot aired during the Oscars and pushed a turnaround narrative that the brand’s restaurants need a fresh look and better menus.

Curtis answered calls from 1,500 customers, fielding 41,000 voicemails over two weeks. He listened to complaints about fries, signage and even marriage proposals, all while wearing a name tag. The public engagement is already credited with a lift in Whopper sales and a more upbeat corporate tone for shareholders today.

The strategy echoes past successes, such as Lee Iacocca’s rescue of Chrysler, but carries risk when a CEO’s tenure is short. Executive turnover tops a quarter of consumer brands, and social media missteps can undercut credibility. Mark Penn warns that such campaigns should be used sparingly by management and investors.

Meanwhile, Red Lobster’s new chief Damola Adamolekun has turned the spotlight onto himself, appearing in ads and on talk shows. Despite viral moments, the chain remains unprofitable, losing money in four of five recent quarters. A charismatic face alone cannot reverse a fundamentally troubled business for lasting turnaround today.