05/24/2005 at 12:25 PM EDT
Paris Hilton's steamy Carl's Jr.'s commercial is too hot for the airwaves, according to one activist group.
"This commercial is basically soft-core porn," said the Parents Television Council's research director, Melissa Caldwell. "It's inappropriate for television."
The watchdog group plans to mobilize its 1 million-plus members to protest the ad, and may ask the Federal Communications Commission to declare it indecent, according to the Los Angeles Times.
The 30-second spot opens with Hilton in a skimpy black bathing suit as she slaps suds on her car and water hoses shoot suggestively. Biting into a sandwich bursting with barbecue sauce and jalapeno peppers, the spot ends with Hilton's famous tagline, "That's hot."
After a saucy 60-second Internet-only version of the commercial, starring the The Simple Life star washing down a Bentley and eating a Carl's Jr.'s Spicy BBQ Burger debuted on the Web last Thursday, the site where it was featured crashed for four hours.
On TV, only the 30-second version of the ad appears, Reuters reports. As for the crash on the food chain's special site (spicyparis.com): "It was a mixed blessing," Carl's Jr.'s executive vice president of marketing, Brad Haley, said in a statement. "It turned out that Paris was too hot for our servers."
At first, the ad was being touted as being too hot for TV ... until it arrived last week. To trumpet its debut, Andrew Puzder, president and chief executive of CKE Restaurants Inc., which owns the fast-food chains Carl's Jr. out west and Hardee's in the Midwest and whose burgers the hotel heiress is hawking, joked: "We're working on trying to make Paris Hilton famous."
Puzder told the Associated Press that it was his company's ad agency that suggested using the 24-year-old star. "She's very appealing to our demographic," he said – describing his customers as hungry, young guys.