The Drum Awards for Marketing - Extended Deadline

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By Noel Young | Correspondent

July 28, 2014 | 2 min read

Disgusting ads, it seems are still the thing for at least one brand of burger. It started in 2005 and Paris Hilton was the star promoting a giant burger for Carl Jr - and angering the US Parents Television Council.

"The Paris Hilton/Carl's Jr. commercial is nothing but a sleazy attempt on Carl's Jr. part to make money selling burgers with pornography," they declared .

Carl's Jr. CEO Andy Puzder told the group to "get a life," and ads with different models including Heidi Klum, Kim Kardashian, Jenny McCarthy, and Kate Upton (to name just a few) have all appeared since.

Now nine years on - and Paris is back with what you might call a walk-on part.

The new ad from 72andsunny promotes the chain's Texas BBQ Thickburger.

Swimsuit model Hannah Ferguson washes a big, muddy pickup truck and digs into the huge sandwich, with beef brisket , a burger patty and fried jalapeno straws.

Enter Paris. A jalapeno straw falls off the sandwich onto the car and Paris Hilton has to sort it out.

"You missed a spot," Ms. Hilton says.

The commercial is entitled "I Love Texas."

In 2012, a petition calling for the Kate Upton ad to be banned gathered hundreds of signatures on Change.org. Last year, the feminist website Jezebel wrote an article about the ads called "Put It In My Mouth: A History of Disgusting Carl's Jr Ads."

It’s clear Carl Jr is not in the least dismayed.

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