Carl's Jr Commercial Featuring Paris Hilton

Paris Hilton starred in a highly publicized Carl's Jr. commercial in 2005, promoting the Spicy BBQ Burger. The ad, set in a car wash, featured Hilton in a bikini sensually eating the burger, embodying the brand's then-controversial "bikinis and burgers" marketing strategy. Directed by Chris Applebaum, the 1-minute spot became a cultural phenomenon, generating massive attention—so much that it reportedly crashed Carl's Jr.'s website.

The commercial was criticized for objectifying women, though it succeeded in boosting brand visibility. According to consumer panel results, 43% of viewers said they planned to visit Carl's Jr., despite 52% finding the ad offensive.