Who Is in the New Carl’s Jr. Ad?
Exploring the return of provocative marketing with Alix Earle and Paris Hilton
(By Carmichael Phillip)
Carl’s Jr. has long been known for its bold and often provocative advertising campaigns. In 2025, the fast-food chain made headlines once again with its new commercial featuring influencer Alix Earle and a surprise cameo by pop culture icon Paris Hilton. This collaboration marks a significant shift in Carl’s Jr.’s marketing strategy, bringing back elements reminiscent of its early 2000s campaigns.
Alix Earle: The New Face of Carl’s Jr.
Alix Earle, a 24-year-old social media influencer and entrepreneur, has quickly risen to prominence with her engaging content and relatable personality. With over 7 million followers on TikTok, Earle has become a trusted voice among Gen Z audiences. Her partnership with Carl’s Jr. began earlier in the year with the promotion of the “Hangover Burger,” and it has now expanded to include the launch of the Queso Crunch Burger.
In the latest commercial, Earle introduces the new burger, which features a 100% all-beef patty topped with warm, creamy queso, pepper jack cheese, fresh pico de gallo, and crunchy tortilla strips. The ad showcases her signature style, blending humor and authenticity to connect with viewers.
Paris Hilton’s Iconic Cameo
Paris Hilton, who previously starred in Carl’s Jr. commercials in the early 2000s, makes a surprise return in the new ad. In a brief but memorable cameo, Hilton delivers her signature line, “So hot,” in response to Earle’s introduction of the Queso Crunch Burger. This nod to Hilton’s past association with the brand adds a layer of nostalgia and continuity to the campaign.
Earle expressed her excitement about working with Hilton, stating, “It was the perfect little cameo moment. It ties everything together.” Hilton’s involvement underscores Carl’s Jr.’s commitment to blending new talent with established icons to create compelling and engaging content.
The Queso Crunch Burger: A Flavorful Innovation
The Queso Crunch Burger is Carl’s Jr.’s latest culinary innovation, combining the rich flavors of queso and pepper jack cheese with the crunch of tortilla strips. This burger is part of the brand’s strategy to offer bold and indulgent menu items that appeal to adventurous eaters. The introduction of this burger is complemented by the launch of two new frozen beverages: Frozen Strawberry Lemonade and Frozen Blue Sourberry, designed to enhance the overall dining experience.
A Return to Provocative Advertising
Carl’s Jr. has faced criticism over the years for its provocative advertising campaigns, which often feature scantily clad models and suggestive themes. In 2017, the brand shifted its focus to more family-friendly and food-centric messaging. However, the 2025 campaign marks a return to the bold and edgy advertising that made Carl’s Jr. a household name in the early 2000s.
This strategic shift reflects a broader trend in advertising, where brands are embracing more daring and attention-grabbing content to stand out in a crowded marketplace. By reintroducing elements of its past campaigns, Carl’s Jr. aims to reconnect with audiences who remember the brand’s iconic commercials.
Social Media Buzz and Public Reaction
The new Carl’s Jr. commercial has generated significant buzz on social media platforms. Fans of Alix Earle have expressed their excitement about her collaboration with the brand, praising her authenticity and relatability. Additionally, the return of Paris Hilton has sparked nostalgia among viewers who remember her previous appearances in Carl’s Jr. ads.
While the campaign has received positive feedback from many, it has also faced criticism from some quarters. Critics argue that the ad’s provocative nature may not align with current social norms and could alienate certain audiences. Despite this, Carl’s Jr. remains committed to its brand identity and continues to push boundaries with its advertising.
Conclusion: A Bold Marketing Move
Carl’s Jr.’s latest commercial, featuring Alix Earle and Paris Hilton, represents a bold marketing move that blends new talent with nostalgic elements. By reintroducing provocative advertising, the brand aims to capture the attention of a new generation while reconnecting with longtime fans. The Queso Crunch Burger and its accompanying campaign showcase Carl’s Jr.’s commitment to innovation and its willingness to take risks in an ever-evolving advertising landscape.
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