Tan Luxe has nabbed its first-ever celebrity collaboration and it’s the original influencer herself, Paris Hilton in a new advert entitled “The Future of tanning is here.” In the ad, viewers see Hilton meet an AI and future versions of herself while debating what the Tan Luxe tagline should be. Playing on her infamous ‘That’s Hot’ saying, Hilton spends the next 60 seconds coming up with something just as memorable.
The ad was produced 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.”
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.”
