ST. LOUIS, Missouri (AP) -- "A racy ad featuring a swimsuit-clad Paris Hilton eating a burger and washing a Bentley sparked a controversy on the West Coast. Now it's coming to the Midwest and other markets.
Despite protests from the Los Angeles-based Parents Television Council media watchdog group, CKE Restaurants Inc. has no plans to tone down the spot.
The ad featuring the 24-year-old Hilton touting the Spicy BBQ Six Dollar Burger for the Carl's Jr. chain has been airing in western markets. It will begin airing in late June in the Midwest and Southeast to promote Hardee's Spicy BBQ Thickburger.
Brad Haley, marketing vice president for the company's Carl's Jr. and Hardee's chains, said CKE planned all along to use the ad to sell burgers for both restaurant chains.
"It was designed to be a racy ad, but we don't consider it pornographic," he said.
Melissa Caldwell, research director for the Parents Television Council, has called the commercial "basically soft-core porn."
The ad will run after 9 p.m. in the Midwest and Southeast, Haley said. He said the Carl's Jr. commercial ran earlier than 9 p.m. the first week it aired. That, he said, was to introduce it and to allow it to be seen more broadly during television sweeps. Then, it moved to a later time slot, as planned, he said.
"Marketing plan, my eye," said Brent Bozell, president of the Parents Television Council. In his view, shifting the ad to a later time was an acknowledgment that the commercial had offended many."
Turn the dam channel if you don't like it, fucking cry babies
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