American burger chain Carl’s Jr has unveiled its latest ad campaign, which takes aim at itself.
The spot, starring Australian comedian Celeste Barber who is known for impersonating celebrities doing or wearing ridiculous things, satirises Carl’s Jr’s infamous 2005 Paris Hilton ad.
While the 2005 ad featured a scantily dressed Hilton washing a Bentley, 2018’s is a little different.
Instead, Barber wears a pink wetsuit and cleans an ageing station wagon, with family stickers and all.
From Havas Chicago, the ‘Famous Stars Eating Famous Stars’ campaign is already making waves globally and has been picked up by ad mags around the world.
Patty Trevino, senior VP of brand marketing at CKE Restaurants Holdings Inc, which owns Carl’s Jr, said: “When we approached her it really was about building on what she’s done.”
“What was lost in the advertising was the food story and telling the story about the process.
“While the tonality of the brand was represented in what we launched in April, we were missing, kind of, the quality cues.”
Carl’s has also tapped Matthew McConaughey to voice the ad.
Check out the original Paris Hilton ad below: