Level up your creative strategy with Sir John Hegarty, will.i.am and leaders at TwentyFirstCenturyBrand, Walmart, Spotify, Hartbeat and more. RSPV and join Adweek Abroad in Cannes: The Business Case for Creativity at Whalar House, June 18–22.
Despite threatening noises from the Parents Television Council, Carl’s Jr. is doubtless pleased with the tons of free publicity it has won via a new commercial in which Paris Hilton gnaws on a burger after lathering up a Bentley. And we’ll assume Ms. Hilton is pleased, too, since the business plan for Brand Hilton centers on her ability to generate publicity. But what about the innocent bystander in this affair? For an upscale brand like Bentley, the commercial and attendant furor seem like a downscale two-fer, linking it to a second-tier fast feeder and to America’s Cheesiest Starlet.