The Carl's Jr. Ad That Changed Everything: 5 Shocking Facts About Paris Hilton's Controversial 2005 Commercial And Her Recent Return

The Carl's Jr. commercial featuring Paris Hilton in 2005 remains one of the most provocative and successful advertising campaigns in fast-food history. Nearly two decades later, the ad for the Spicy BBQ Six Dollar Burger is still a benchmark for controversy, drawing both intense criticism and record-breaking profits for the CKE Restaurants-owned chain. The campaign was a masterclass in leveraging celebrity and scandal, solidifying Hilton's 'It Girl' status while simultaneously defining a divisive era of fast-food marketing.

As of December 15, 2025, the conversation around the ad has reignited due to a surprising turn of events: Carl's Jr. has embraced the legacy of the commercial, not only by mocking it in a new campaign but also by bringing Paris Hilton back for a meta-cameo. This retrospective look explores the original ad's impact, the backlash it generated, and the fascinating ways Carl's Jr. and Hilton are now capitalizing on its notorious history.

Paris Hilton: Full Biography and Profile

Paris Whitney Hilton is an American media personality, businesswoman, socialite, model, singer, and actress. She is the great-granddaughter of Conrad Hilton, the founder of Hilton Hotels.

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• Full Name: Paris Whitney Hilton
• Date of Birth: February 17, 1981
• Place of Birth: New York City, New York, U.S.
• Nationality: American
• Occupation: Media Personality, DJ, Businesswoman, Model, Socialite, Activist
• Spouse: Carter Reum (m. 2021)
• Key Television Appearances: The Simple Life (2003–2007), Paris in Love (2021–Present)
• Notable Businesses: Paris Hilton Fragrances (over 25 scents), Paris Hilton Entertainment, various clothing and accessory lines.
• Activism: Advocate for institutional abuse survivors, co-founded the 11:11 Media company.
• Catchphrase: "That's Hot."

The Anatomy of a Scandal: The 2005 Spicy BBQ Six Dollar Burger Ad

The original Carl's Jr. commercial, which aired in May 2005, was designed to be a spectacle. The product it promoted was the Spicy BBQ Six Dollar Burger, a premium offering from the chain. However, the focus quickly shifted from the burger to the star.

The Controversial Setup

The 30-second spot featured Paris Hilton, clad in a revealing black bikini, washing a black Bentley luxury car in slow motion. The scene, set to a sultry rendition of Cole Porter's "I Love Paris," was overtly sexualized. Hilton is shown dousing herself with water, writhing on the car, and suggestively biting the massive burger. The ad was a clear and deliberate attempt to associate the fast-food product with raw, unadulterated sex appeal and luxury.

Immediate Public and Media Backlash

The reaction was swift and intense. Critics, media watchdog groups, and family organizations immediately slammed the commercial, calling it "soft-core pornography" and "sleazy." The Parents Television Council (PTC) was particularly vocal, demanding the ad be pulled from the air, especially during hours when children might be watching. The controversy was so widespread that in countries like New Zealand, the commercial was outright banned for being "pointlessly raunchy."

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Despite the moral outrage, the ad was a commercial success. The sheer volume of media attention—the "earned media"—was invaluable. The controversy itself became the marketing, driving massive curiosity and traffic. Reports at the time indicated the ad boosted profits and even crashed a Carl's Jr. website dedicated to the campaign, demonstrating the power of shock advertising.

The Legacy and The New Era of Carl's Jr. Marketing

For years after the 2005 commercial, Carl's Jr. continued its strategy of using scantily-clad celebrity spokeswomen, a campaign strategy that became synonymous with the brand. However, under new leadership, CKE Restaurants eventually phased out the "bikinis and burgers" approach, opting for more product-focused and humorous campaigns.

Fact 1: Paris Hilton Still Owns the Infamous Bikini

In a recent reflection on the 2005 ad, Paris Hilton revealed that she still keeps the iconic black two-piece bikini she wore in the commercial. This detail underscores the campaign's significance in her career, marking it as a moment she considers both controversial and iconic.

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Fact 2: Carl's Jr. Mocked Its Own Ad with Celeste Barber

Signaling a major shift in tone, Carl's Jr. released a self-aware parody commercial starring Australian comedian Celeste Barber. Barber, known for her humorous recreations of celebrity photos, recreated the infamous car wash scene in a less-than-glamorous fashion. This campaign was a strategic move to acknowledge the brand's controversial past while pivoting to a more comedic, relatable, and body-positive image.

Fact 3: Paris Hilton Returned to Carl's Jr. with Alix Earle

In a move that brought the narrative full circle, Carl's Jr. recently brought Paris Hilton back for a new commercial, this time alongside TikTok star Alix Earle, to promote the Queso Crunch Combo. The new ad features a subtle, meta-cameo where Hilton utters her famous catchphrase, "That's Hot," referencing the original campaign's heat and controversy. This collaboration bridges the gap between the original '00s socialite culture and the modern influencer era.

Fact 4: The Ad Was a Direct Response to Competitor Success

The controversial nature of the ad was a calculated risk by Carl's Jr. and its advertising agency, Mendelsohn Zien Advertising. At the time, fast-food marketing was highly competitive. The goal was to generate massive buzz and differentiate the brand from competitors like McDonald's and Burger King. The strategy worked: the ad generated immense media coverage, giving the Spicy BBQ Six Dollar Burger a level of visibility money couldn't buy.

Fact 5: The "Six Dollar Burger" Was Not Actually Six Dollars

A curious detail about the product is that the "Six Dollar Burger" was not priced at $6. The name was a marketing tactic to imply that the burger was of the same quality and size as a $6 burger from a sit-down restaurant, but was available for a lower price, typically around $4.59. The combination of the premium-sounding name and the provocative advertising created a powerful, if misleading, value proposition.

Topical Authority and Key Entities

The 2005 commercial remains a pivotal case study in marketing, involving numerous key entities and concepts:

• Key People: Paris Hilton, Alix Earle, Celeste Barber.
• Products: Spicy BBQ Six Dollar Burger, Queso Crunch Combo, Breakfast Burger.
• Corporate Entities: Carl's Jr., Hardee's, CKE Restaurants (parent company).
• Advertising Concepts: Shock Advertising, Controversial Ads, Earned Media, Fast Food Marketing, Celebrity Endorsements.
• Cultural Impact: The Simple Life, 'That's Hot' Catchphrase, 2000s Pop Culture.

The decision to revisit the iconic ad, first through parody and then through collaboration with a new generation of celebrity, shows Carl's Jr. is keenly aware of its own history. The original Paris Hilton ad was a product of its time—a brash, provocative campaign that prioritized attention above all else. Its enduring legacy is a testament to the fact that, in advertising, sometimes the most controversial campaigns are the ones that become truly unforgettable.