Paris Hilton is back behind the hose, and this time, she brought artificial intelligence with her.
Carl’s Jr. has launched “Starwash,” a 30-second spot that revives Hilton’s headline-grabbing 2005 car wash commercial, now rebuilt with AI technology and a wink at early-2000s pop culture. Development was led by Hollywood creative and AI expert Nik Kleverov, with the campaign promoting the chain’s buy-one-get-one-for-$1 Famous Star offer. The effort taps into the moment that helped shape Hilton’s image and define a pivotal chapter in the brand’s marketing history.
A Y2K Fantasy, Reloaded
The new ad opens outside a Carl’s Jr., where two men are mid-bite when a ketchup spill leaves their car splattered. Salvation sits across the street: “Paris’ Famous Starwash.” Once inside, they’re pulled into a glossy fever dream that mirrors Hilton’s original commercial, only now the space is staffed by AI-generated versions of the reality star.
The clones greet customers, strike poses and help transform the duo’s worn-down vehicle into a Bentley, echoing the luxury imagery that fueled the 2005 campaign. Hilton herself appears in the updated spot, anchoring the digital spectacle in something tangible.
After filming her scenes, the brand worked with creative studio Native Foreign to layer in the AI components, blending archival inspiration with current tech.
“AI let us revisit one of advertising’s most talked-about moments and reimagine it for today,” Kara Gasbarro, vice president of creative and brand strategy at CKE Restaurants, said in a statement. She added that while the technology adds flair, the focus remains on Hilton and the burger at the center of the promotion.
A Marketing Pivot, Then and Now
Carl’s Jr. stepped away from its bikini-heavy advertising in 2017, arguing at the time that the imagery distracted from its food. Executives said the shift would spotlight ingredient quality, including its grass-fed beef patties.
But in recent years, the chain has tested the waters of suggestive nostalgia once again. In 2025, a social push featuring influencer Alix Earle eating a “hangover burger” drove a spike in attention. According to social analytics firm Metricool, the effort boosted the brand’s Instagram following by 91% and generated 2.5 million TikTok views within 48 hours.
“Starwash” suggests the company sees value in revisiting its past, particularly when that past involves Hilton delivering her signature “That’s hot” energy.
Nostalgia Sells
Carl’s Jr. isn’t alone in mining the early aughts. Brands including Dunkin’, Gap and T-Mobile have all embraced throwback campaigns aimed at consumers who grew up on flip phones and tabloid covers. The strategy banks on familiarity while introducing a twist that feels current.
CKE Restaurants, the privately held parent company of Carl’s Jr. and Hardee’s, does not release official revenue figures. Career site Zippia estimates the company generated about $1.3 billion in 2024 across roughly 3,800 locations.
For Hilton, the return marks a full-circle moment. The original commercial sparked debate, earned complaints and cemented her status as a marketing force. Two decades later, she’s revisiting that car wash, this time multiplied by code.
And yes, the burger is still front and center.
