Taco Bell has enlisted Paris Hilton to front its latest ad campaign, created in partnership with Deutsch L.A. and Hilton’s 11:11 Media company.
The spot, which marks the return of the Volcano Hot menu, stars the celebrity, famous for her “That’s Hot” catchphrase in the mid-2000s, as an expert worker on what’s hot phone landline. Dressed in purple, she’s talking on a red phone, asking consumers “Need something spicy? You’ve reached the Volcano Menu Hotline. This is Paris, expert on what’s hot. How may I turn-up the heat for you today?” “Don’t know what to order for dinner, babe?” she asks a customer, advising him to just order a Volcano Taco from Taco Bell and revealing that she’s literally eating one right then.
At the end of the commercial, an onscreen line informs that the Volcano Menu is back for a limited time and encourages viewers to call 1-844-THTS-HOT. This hot line features six pre-recorded messages with Hilton’s voice.
The campaign also includes visibility on TikTok and other social media platforms.
