Paris Hilton’s saucy burger ad – which proved not to be to everyone’s taste – is spreading out.
The TV commercial, which showed the bikini-clad socialite scrubbing down a Bentley before biting into a Spicy BBQ Six Dollar Burger and declaring, “That’s hot,” is set to expand beyond its West Coast broadcast zone into markets in the Midwest and Southeast.
And it will be the same uncensored ad that last month prompted the Los Angeles-based watchdog group Parents Television Council to label it “basically soft-core porn,” the Associated Press reports.
The ad, which touted the burger for CKE’s Carl’s Jr. chain, will begin airing the week of June 27 in the Midwest and Southeast, this time to promote the Spicy BBQ Thickburger from CKE’s Hardee’s chain.
Brad Haley, a marketing vice president for the West Coast Carl’s Jr. and the St. Louis-based Hardee’s chains, said the fast-food companies’ parent CKE, intended all along to use the commercial to sell burgers for both restaurant chains.
“We consider it a racy ad. It was designed to be a racy ad, but we don’t consider it pornographic,” he said.
Even so, the spot will only run after 9 p.m. in the Midwest and Southeast, where Hardee’s has more than 2,000 restaurants, Haley said. He also tells AP that it is too early to gauge the commercial’s effectiveness when it comes to burger sales.
Brent Bozell, president of the Parents Television Council, says that as far as he is concerned, shifting the ad to a later time was an acknowledgment by CKE that the commercial had offended people.
Hilton’s publicist, Rob Shuter, said the star of The Simple Life did the ads because she thought they were funny – and hot. And when asked what she thought of her daughter wearing a bikini to pitch a burger, Paris’s mother, Kathy Hilton, replied: “What was she supposed to wear, a ball gown?”