By Barry Janoff
Feb. 14, 2012: In 2005, Paris Hilton filmed a TV commercial for fast-feeder Carl's Jr. which came across as so racy that consumers crashed the company's Web site to see an extended version.
Carl’s Jr. and sibling Hardee’s could experience the same effect when a new spot starring 2012 Sports Illustrated Swimsuit Issue cover girl Kate Upton hits the airwaves later this month.
Upton filmed the 30-second spot in support of the Carl’s Jr. and Hardee’s Southwest Patty Melt.
Without revealing too many details, parent company CKE Restaurants described the commercial as "spicy" and called Upton "the spiciest Carl’s Jr. and Hardee’s leading lady yet."
Support will include print, POP and Internet with social media destinations such as YouTube, Facebook and Twitter. Lead agency is 72andSunny, Los Angeles.
Like the commercial with Hilton, which showed her writhing in a skimpy outfit on the hood of a car, Upton's turn with Carl’s Jr. and Hardee’s involves less-is-more outfits and auto's reminiscent of the 1950s, with Upton eating a Southwest Patty Melt on the hood of a car.
"I love spicy foods," Upton reveals in a behind-the-scenes sneak preview released by CKE Restaurants. "The spice I bring to [the commercial] is lingerie."
Offers 72andSunny chief creative officer Glenn Cole, "Carl’s Jr. and Hardee’s has always been about giving young hungry guys what they want."
The 2012 Sports Illustrated Swimsuit Issue with Upton hits newsstands today [Feb. 14].