Paris Hilton hawks burger in spicy ad (photo: WireImage.com – cropped due to content)
Fresh off its campaign using an unborn baby threatening his mother if she continues to eat spicy food, fast-food company Carl’s Jr. will go ahead this week with its Paris Hilton commercial, which has been labeled “pornographic” by one industry source.
The ad features the star of Fox-TV’s “The Simple Life” and heiress to the Hilton Hotel fortune clad in a thong bikini as she washes a Bentley automobile.
“It couldn’t be more pornographic,” an industry source told Brandweek magazine. “It’s about as racy as I’ve seen.”
With the song “I Love Paris in the Springtime” being played, the 30-second spot shows Hilton washing a car “with hoses shooting everywhere and her soaping everything up,” the source said.
In recent weeks, there reportedly was a question as to whether or not networks would air the ad due to its steamy nature, but officials at Carl’s Jr. say the spot will start running Thursday, with behind-the-scenes footage of the making of the ad debuting this Tuesday on “Entertainment Tonight.”
“The ad plays more like a music video than a typical television commercial. And the message is very simple: Paris, the situation, and the Spicy BBQ Six Dollar Burger are ‘hot,’” said Brad Haley, Carl’s Jr. executive vice president of marketing. “Paris was chosen to star in the ad because she is an intriguing cultural icon and the ‘it girl’ of the moment. She fascinates Carl’s Jr.’s most loyal customers, ‘young, hungry guys,’ as well as ‘young, hungry gals.’”
He unabashedly notes that a racier, 60-second “too hot for TV” version will be available on its website.
The Hilton spot will also be used for Hardee’s restaurants, which, like Carl’s Jr., is owned by California-based CKE Restaurants.
“What is happening to this country is we cannot think of selling anything without putting sex into it,” writes one WND reader. “No wonder our innocent children grow up the way they do. As for my husband and I, we will never eat another Carl’s Jr. hamburger. And we love them, but this is just too much.”
The new set of commercials is produced by the same company that created the baby-with-attitude spot, Mendelsohn Zien of Los Angeles.
Talking unborn baby in Carl’s Jr ad (courtesy AdAge.com)
As WorldNetDaily previously reported, the baby ad was blasted by some who felt the image of a fetus threatening to rip out his mother’s interior was in poor taste to market hamburgers.
“We didn’t want him to be innocent. We wanted to make him p—-d off, tough-talking, with buckets of attitude,” said copywriter Mick DiMaria. “The idea was to show spicy foods aren’t for ‘baby men.’”
In the wake of WND’s coverage, Carl’s Jr. has prominently placed the baby ad on the home page of its website, forcing people to view it as soon as they land on it.
The ending, however, has been altered.
The previous version had the child snatching his mother’s interior as he made a threat about grabbing something on the way out and taking it with him.
The new ending quotes the boy in the womb telling his mother, “So if you keep cramming those peppers down your neck, I might just camp out in the corner here, ’til I’m like 10,” as he holds up three fingers.