The hamburger empire Carl's Jr. recently released a TV commercial featuring a scantily clad Paris Hilton fooling around and doing nothing that is by far in any form related to fast food or Hamburgers. But guess what: the ad made a huge impact offline and online and was for a time good business for the burger-chain.
But did this ad really raise the sales of the new Spicy BBQ burger the advert was advertising? Critics say no, as the ad shamelessly bets on the sex-sells-formula and can be generally be regarded as bad advertising.
So were the negative reactions: On cnn.com it sais: "The ad, which has been running in major markets since last week, has drawn the ire of television watchdogs, including the Parents Television Council.
'This commercial is basically soft-core porn,' said Melissa Caldwell, research director for the PTC. 'The way she moves, the way she puts her finger in her mouth -- it's very suggestive and very titillating.'
The Los Angeles-based advocacy group plans to mobilize its more than 1 million members to contact the restaurant chain and voice their displeasure."
But is there such a thing as bad PR? An old advertising mantra sais no. And if a rush of postings, discussion and buzz was what the creatives had in mind, then they surely hit their mark.