Why I Don't Love Paris...When She Sizzles

So I'm not completely crazy.

I was gratified to read in yesterday's L.A. Times that others share my reaction to the newest Carl's Jr. ad featuring Paris Hilton. If you can call it an ad...

As in a racy music video, a scantily clad Paris Hilton cavorts with a water hose as she washes a black Bentley, while singer Eleni Mandell's sultry version of Cole Porter's "I Love Paris" pulsates throughout.

After a sensuous sudsing of the Bentley and herself, Hilton takes a bite out of a new Carl's Jr. hamburger. Hilton's image then fades to a tagline echoing the reality TV star's two-word mantra: "That's hot."

"This commercial is basically soft-core porn," said Melissa Caldwell, research director for the Parents Television Council. "It's inappropriate for television."

In case you're thinking, of course the Parents Television Council would object, here's another comment:

Stuart Fischoff, a media psychologist at Cal State Los Angeles, said the Hilton commercial went well beyond other Carl's ads targeted at young men and boys.

"This could come back and bite them in the behind," Fischoff said. "We're in the throes of a culture war in this country, and for them to be pushing the envelope like this at this time could be very dangerous."

And one more:

Peter Sealey, adjunct marketing professor at UC Berkeley, said that although the ad might be remembered by viewers, it might ultimately hurt the Carl's Jr. brand.

"This is the ultimate in bimbo advertising," Sealey said. "If you are Hooters and you have buxom young waitresses, that's fine. But Carl's Jr. is more mainstream. They've got families going in there."

But according to Claudia Caplan, chief marketing officer for Mendelsohn Zein Advertising in Los Angeles, Carl's Jr. isn't targeting families. The company is targeting 18-34 year old men.

"Whatever we do has to have an effect that is multiplied over several platforms," says Caplan. "It needs to be more than just a television commercial."

That's because, Caplan explains, Carl's Jr. is "never going to have
McDonald's advertising budget or Burger King's budget." 

Poor Carl's Jr.

And poor Paris Hilton. Carl's Jr. is admittedly exploiting the hotel heiress's notoriety, and she doesn't seem to mind being exploited. But her over-the-top exhibitionist performance is tawdry and pathetic.

I know, I know. Paris is a big girl. Carl's Jr. is in the business of selling burgers.

Seems to me that the meat they're selling is Paris Hilton.

Comments

[HenryBemis]

Remember when socialites were women with grace and charm and had the manners of a debutante. Paris makes me cringe.
hb