Burger makers Carl's Jr.'s new "Spicy BBQ Burger" TV commercial starring Paris Hilton may be getting too hot for comfort, with a site touting the clip crashing!

The site - www.SpicyParis.com - crashed for four hours as Internet surfers raced to see the seductive swimsuit-clad socialite.

The ad shows Hilton in a black bikini that barely hides her body, dripping suds while washing a Bentley and then suggestively eating a burger. It has generated media attention since hitting the US TV airwaves.

The special site was launched by Carl's Jr at the same time, featuring a special 60-second version of the ad. The site crashed and was down for about four hours, the company said.

At first look the commercial seems like a slick trailer for a particularly well-done soft porn film. But the commercial's director, Chris Applebaum, describes the ad as "pure hotness" and says there is competition to see who is hotter, Paris or burger?

Brad Hailey of Carl's Jr. and Hardee Marketing says, "Eating the burger, looking hot and washing a very nice car - that is pretty much the idea."

Hilton calls the ad "pretty hot".

The commercial's makers say out of some 3,000 ads on TV, it is important that one is noticed. Hilton washing a Bentley as if she was making love to it and then wolfing down a burger is guaranteed to get them noticed.

Hotel heiress Hilton is frequently famous for being famous and occasionally celebrated for her in-your-face sexuality and exhibition of wealth.