In fact, do let's hope that we're witnessing nothing less than the Hiltonisation of the world, and that Paris's great-grandfather Conrad Hilton was merely the John the Baptist figure to the real mogul messiah. According to Hilton's manager, he turns down anywhere between 12 and 20 pitches for brand endorsements per day. But I do know that if anyone can pull off this totes amaze feat of payment-balancing, it's Paris. It's a sort of remotely effected colonialism. It is fast becoming clear that Paris means nothing less than to establish clone armies of her personage everywhere from Mexico City to Manila, tossing their ratty hair extensions and muttering "that's hot! As she puts it: The most recent ad to offend sensibilities featured bikini-clad Sports Illustrated model Hannah Ferguson washing a muddy ute in a barn while eating a Texas BBQ Thickburger. After all, Conrad's dream of siting one of his hotels in every capital city and beyond may have been ambitious by mid- 20th-century standards, but it was merely the precursor to his great-granddaughter's altogether more chilling programme of expansion. There are the aforementioned fragrances and shoes and handbags , of course, and any number of will-this-do clothing lines. We were pretty certain on this one because the decision [about the Memphis BBQ burger] was pretty harsh and very unambiguous," Hoar said. Socialite and former it-girl Paris Hilton, the Carl's Jr's original spokesmodel, appeared near the end of the ad, where she eats a chip that has fallen from Ferguson's burger onto the freshly washed vehicle. Across Europe, Paris Hilton eyelashes and nails are already being rolled out, with the expectation that they'll be going east shortly, while a few months ago Paris inked a deal with an optical firm to launch a range of coloured contact lenses for the Asian market. For although you can still view the latest iteration of madam's fly-on-the-wall show on America's appropriately named Oxygen channel, it is clear that Paris has long since outgrown the role of mere unscripted programming personality. Hoar said it was possible Carl's Jr knew the ad would not run in New Zealand, but submitted it for classification as a publicity stunt. It's a fair point.