Ad of the Day: Paris Hilton Is Back to Wash Cars and Sex-Eat Some Burgers

Carl's Jr. returns to the socialite who started it all

Paris Hilton has almost come full circle, returning to the hypersexualized Carl's Jr. ad campaign that began when she sudsed up a Bentley in 2005.

The fast-food chain's strategy of selling hamburgers by wrapping them in scantily clad swimsuit models and busty pop culture icons has become a cornerstone of its advertising, thanks largely to Hilton's car washing, uh, skills.

Now she makes a cameo in the brand's newest commercial from 72andsunny, and this time she's serving as a sort of elder stateswoman advising Sports Illustrated model Hannah Ferguson on how to best clean a vehicle while also fellating a sandwich. (It's worth noting that at age 33, Hilton is not the campaign's most seasoned participant. That honor probably goes to Heidi Klum, who was just short of her 40th birthday when she played a meat-loving Mrs. Robinson.)

Supposedly the new ad has something to do with Texas, from which Ferguson hails and around which a new burger is themed. But really that's all whatever, who cares, because bikinis, suds, writhing, meat, etc.

Hilton's abrupt appearance in the ad does have a sort of strange logic, and not just because the soundtrack is a Texas-themed redux of Cole Porter's "I Love Paris." Hilton, who seemed to have faded from the public eye for a while, has, according to people who pay attention to these things, been making a comeback of sorts over the past year.

If that's the case, she at least picked a more respectable way of raising her visibility again than simply releasing another sex tape. 

The original:


Agency: 72andSunny

Chief Creative Officer, Partner: Glenn Cole

Chief Strategic Officer, Partner: Matt Jarvis

Group Creative Directors: Mick DiMaria, Justin Hooper

Creative Director: Mark Maziarz

Lead Designer: Anthony Alvaraz 

Copywriter: Teddy Miller

Chief Production Officer: Tom Dunlap

Director of Film Production: Sam Baerwald

Executive Film Producer: Molly McFarland

Film Producer: Brooke Horne

Film Production Coordinator: Taylor Stockwell

Group Strategy Director: Matt Johnson

Strategist: Josh Hughes

Director of Business Affairs: Michelle McKinney

Group Business Affairs Director: Amy Jacobsen

Business Affairs Manager: Maggie Pijanowski

Business Affairs Coordinator: Calli Howard

Managing Director: James Townsend

Brand Director: Alexis Varian

Brand Manager: Michal David

Brand Coordinator: Ali Arnold

Communications Manager: Kayla Lostica 

Client: CKE—Carl Karcher Enterprises

Chief Executive Officer: Andy Puzder

Chief Marketing Officer: Brad Haley

Senior Vice President, Product Marketing: Bruce Frazer

Director of Advertising: Brandon LaChance

Vice President, Field Marketing, Media, Merchandising: Steve Lemley

Director, Green Burrito Marketing, Development: Kathy Johnson

Director, Product Marketing, Merchandising: Christie Cooney

Senior Vice President, Corporate Communications, Public Affairs: Melissa Robinson

Director, Public Relations: Kathleen Bush

Production Company: HIS Productions

Director: Chris Applebaum

President: Stavros Merjos

Executive Producer, Managing Director: Rebecca Skinner

Executive Producer: Roger Zorovich

Head of Production: Doron Kauper

Producer: John Hardin

Editorial: Freditor

Producer: Yole Barrera

Editor: Fred Fouquet

Post Effects: Brickyard

Visual Effects Artists: Patrick Poulatian, Mandy Sorenson, George Fitz

Producer: Diana Young

Telecine: CO3

Colorist: Mike Pethel

Senior Producer: Matt Moran

Sound Design, Mix: ON Music & Sound

Mixer: Chris Winston

Music: Squeak E. Clean Productions

Composers: Justin Hori, Charles Rojas

Vocals: Daisy Hamel-Buffa

Senior Music Producer: Chris Shaw

@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.