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:
CREDITS:
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