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Carl’s Jr. and Paris Hilton tricked me
Everyone knows the old saying — “there’s no such thing as bad press.”
So is Carl’s Jr. getting its money’s worth with the Paris Hilton ad? I’d certainly say so.
Unless you’ve been hiding out from televisions, you’ve seen the ad — Paris Hilton wears next to nothing, writhes around sexily for a bit, and eats a burger from Carl’s Jr. It’s created a storm of controversy of what’s appropriate and what’s not.
Regardless of whether or not it should be aired, Carl’s Jr. is getting a ton of publicity. Sure, they had to pay a lot for the Vapid One to appear in their commercial, and they’ve had to pay for airtime, but I think they’re getting a bargain, anyway. Personally, I haven’t seen the ad on TV as what it is — an advertisement during a commercial break. I have, however, seen it all over the place on news shows, stills on websites, etc.
All those media outlets picking up and airing the commercial for free are doing Carl’s a favor. Nothing like a firestorm of outrage to get you some attention. Just ask Mark Cuban. And, of course, Paris Hilton is probably glad for just a little more attention (the stopwatch shows 20 minutes… 5 minutes over her allotment…), it’s hard to make money if on your latest TV show you’re just an intern. Everyone knows interns don’t make the big bucks.
So did the advertising campaign make Carl’s money? I’d say, over the long term, yes. Are people that watch TV saying, “whoa… Paris Hilton… hamburger… hmm… I need a Carl’s Jr. right now!”? Not likely. But today at lunch, I was kind of hungry, and wondered whether there was a Carl’s nearby. Went to their website (and was subjected to Paris’s skinny self writhing around some more — complete with an ad touting the DVD-esque “extra footage” version of the ad) to find out; none are nearby. But if there were one nearby, would I have visited? Probably.
Carl’s is clearly not one of “big” fast food restaurants; they’re not a McDonald’s or Burger King or even Sonic or Jack in the Box. But if they want to play on that turf, they have to get into the public consciousness. One way to do it fast is with some free publicity that doesn’t portray their food negatively — in other words, better a controversy about a mostly naked spoiled rich girl than with a string of people finding severed fingers in their food.
Thu June 2nd, 2005 4:13 pm
Filed under Advertising & Marketing, Televsion
9 comments
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Uhgack! Carl’s Jr and White Castle should both be set adrift from fast food history in a leaky raft.
Also, why does your website layout look just like Andrew V’s? Are you trying to steal Andrew’s soul???
Indeed, I believe this is somewhat simliar to the Miller Lite commercials that ran a few super bowls ago involving the two girls fighting over the beer. I remember the “commercial reviewers” ripped the hell out of it for taking a step back in advertising involving women, but studies regarding it a year later showed that Miller Lite consumption from the 21 – mid 30 year old increased.
As always, sex sells, and especially to men. I’m sure Carl’s will take an immediate hit from the commercial due to people overreacting, but in the end its market share will probably increase.
I know for certain that many people who I work with in Boston had never heard of Carl’s Jr before this ad…but they do now.
Yes, I’m trying to steal AV’s soul… but I don’t see the similarity between http://www.yukihime.com and here? Am I missing something?
Eh, maybe it’s the comment layout. Or the font. Not the pictures… i meant the general “This kind of text here, this column of links there” thing.
I’ve heard of the ad, but I’ve never seen it. I don’t think we have Carl’s Jr. in Michigan.
Not that “not being anywhere in the state” stops us from getting Sonic ads, though. I guess because Sonic is in Ohio and Ann Arbor is close enough to Toledo that they buy some advertising time on the Detroit stations? I don’t know.
Adrienne — The comment layout probably makes a little sense, I know mine is based mostly on the WordPress default.. and AV also uses WordPress (blog engine)… so possible. But the text and links columns thing is very “bloggy” thing to do — kind of the “in” design right now. There are probably 90,0000000000000000000000000000 sites with that general layout. “two column + masthead” is the general term. My conclusion — you rule but are reefing it up
Pat — I have two Sonics within a mile of me. I think we have more Sonics than McDonalds. Any Dallasites confirm or deny me?
Eric, you’re right — sex sells. Like it or not, it always seems to be true. That Miller study doesn’t surprise me one bit. I’d love to see some numbers on Carl’s after this ad run is over.
If there’s a big boost, could we see a McDonalds ad featuring playboy models next? I wouldn’t be surprised. Especially if “I’m lovin’ it” flops. They can go with “I’m bangin’ it.”
Advertising is such an interesting subculture — especially since everything they do is based on a lot of studies and the bottom line. They’re not randomly hiring Paris Hilton to get mostly naked; it was very carefully planned. They knew what they were doing, and are probably tickled pink at the attention. Why else would they have an “editor’s cut” version on their website?
one word. bueno.
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