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The Future Looks 'Hot!' for Paris Hilton and Tan-Luxe

Muse — Mon, 22 Apr 2024 16:30:00 +0000

A campaign for Tan-Luxe stars many versions of Paris Hilton, crafted by The Room Service, a new agency born during the WGA writers strike.

Founder Rob Hirst-Hermans built the writers room with the likes of Chuck Hayward (Ted Lasso, Wandavision) and Glenn Boozan (Conan, Borat Subsequent Moviefilm).

“When the writers strike hit, the unfair treatment of Hollywood’s creatives bubbled up to the surface,” says Hirst-Hermans. “I cold-called dozens and dozens of Hollywood writers, asking them if they’d be interested in writing ads. They all said yes.”

“This is not about replacing advertising creatives,” he says. “This is about breaking down the arbitrary walls and lanes that exist between America’s two most powerful creative industries, recognizing our kinship and harnessing the unprecedented power and amazing work that could be created if we simply worked together.”

Hilton’s ad for Tan-Luxe, directed by LJ Johnson, marks the company’s first branded film. In it, present-day Paris awakens her AI version for some tagline brainstorming. It doesn’t go so hot … until Paris from 2064 appears (putting a pause on fighting aliens because “the future of tanning depends on. It.”)

The visit sparks a catchy slogan: “The Future Looks Good on You.”

“Comedy is something that is a salient need in advertising right now, but the long term goal is for The Room Service to open the gates of the ad industry (or maybe kick them down) to Hollywood creatives and storytellers en masse. It’s all about the work,” Hirst-Hermans tells Muse.

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Paris Hilton Dials Up the Hotness for Taco Bell

Muse — Tue, 27 Jun 2023 14:00:00 +0000

Nostalgia’s so darn haaawt these days! Now, Taco Bell serves up a spicy, crunchy take, casting Paris Hilton for the return of its Volcano Menu, a big seller back in the 2000s.

Paris exemplifies hotness from that era, so she’s a fine choice. Plus, Hilton always has fun with her kitschy image, as we saw earlier this year in a similar turn for fintech brand Klarna.

Now, she’s on form for Taco Bell, bathed in pink and purple hues that scream oughts!, fielding calls on a “What’s Hot” phone line.

Video Reference

Jun 27 2023 – 11:44am

David Gianatasio

Video file

Poster Reference

Taco Bell | Paris Hilton

Yeah, it’s a landline. That’s how we rolled 20 years ago. And the way she says, “Don’t know what to order for dinner, babe?” She sounds so deliciously dismissive. My face started melting, like cheddar cheese on a Volcano Taco slathered with Lava Sauce!

“We’re always listening to our fans, and the extensive passion and needs of the Volcano fanbase could no longer go unmet,” says Taylor Montgomery, U.S. brand CMO. “Taco Bell is always looking to deliver on the ‘surprise’ factor for fans and build on our reputation of choosing authentic partnerships with those who are already mega-fans,” he says. “So, to bring the heat for this major campaign, we called on none other than Paris Hilton—always in-the-know on what’s hot.”

Deutsch L.A. developed the campaign with Hilton’s 11:11 Media company.

Fans can call 1-844-THTS-HOT for pre-recorded messages. Start dialing, babe!

The post Paris Hilton Dials Up the Hotness for Taco Bell first appeared on Muse by Clios.

Paris Hilton Goes Back to the Future, Kind of, for Fintech Klarna

Muse — Tue, 07 Feb 2023 17:00:00 +0000

The years 2000 and 2023 collide and leave a hot pink vapor trail in fresh ads from Swedish fintech Klarna. Dropping today, a pair of :30s star retro-diva Paris Hilton and digital influencer Bretman Rock.

Hilton’s old-school swagger fuses with Bretman’s modern mojo to great effect. Created by the brand’s in-house team, Paris’ 11:11 Media and director Tanu Muino, the work focuses on shopping and fashion, hyping Klarna as a supremely “smooth” provider of digital payment services.

These may be the least substantial ads of the year so far. We mean that in the best way. They’re 100 percent fun and fluff. And that’s 100 percent brilliant.

After all, who wants brand explanations or tech jargon from Paris? Let’s watch her shop, cuddle cute doggies, chat on a corded phone with Bretman (who goes wireless) and indulge in kicky humor!

By the same token, who cares how Klarna works, as long as the e-payments go through without a hitch?

“Paris Hilton is a trailblazer across fashion, tech, and business—areas very familiar to Klarna,” says CMO David Sandström. “Her ability to stay ahead of trends, her shopping prowess and the fact that our customer has grown up with her, made Paris the perfect person to partner with for this campaign.”

The :30s look totally gorg. Muino—a Grammy nominee from Ukraine best known for music videos—paints in compelling hues that pop, from the deep green velour of Paris’ tracksuit’s to the luscious blues, reds and yellows of just about everything else.

“It’s so refreshing to put fashion in a comedic spotlight, two things you wouldn’t think go together, but that’s what fashion is about—breaking the rules,” says Muino. “Ultimately, we built a world unique to Klarna, a visual experience that doesn’t exist anywhere created by combining modernism with a sprinkle of retro timelessness.”

CREDITS

Creative Agency: Klarna
Director: Tanu Muino
DOP: Nikita Kuzmenko
Production Company: UnderWonder Content
Exec Producers: Frank Borin x Ivanna Borin
Producer: Robert Katz
Production Designer: Spencer Graves
Editor: Maury Loeb @ PS260
VFX: Mathematic
Colorist: Matt Osbourne @ Company3
Music & Sound Design: Yessian
Paris Hilton Stylist: Marta del Rio
Bretman Rock Stylist: Brian Melle

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