Paris wants fans to call her – not their exes. The celeb-turned-marketing-maven will offer anyone who dials 855-THTS-HOT advice on gaslighting, ghosting and other toxic behaviors in romantic relationships.

The billboards are modeled after over-the-top attorney ads / Credit: 11:11 Media

Paris Hilton graces vibrant hot-pink billboards across Los Angeles today, holding a pink flip phone and urging those tangled in modern dating woes to dial her That’s Hotline.

Inspired by Hilton’s iconic tagline ‘That’s hot,’ the helpline promises to provide Paris’ advice to help callers stop “chasin’” their exes and handle ghosting, gaslighting and more. Fans can reach the hotline by dialing 855-THTS-HOT.

The billboards, created by Paris Hilton and her media and brand firm 11:11 Media, were created to promote Chasin’, the heiress’ upcoming single. The track, which features pop sensation Meghan Trainor, is set to release on July 26, ahead of the September 6 Hilton’s second full-length album.

The new campaign aims to connect fans with the song’s uplifting and empowering message and help them find self-love after unhealthy relationships.

“Meghan and I have so much fun when we’re together and I wanted the campaign for Chasin’ to capture that feeling,” Hilton told The Drum. “Creating That’s Hotline is a way to bring some of that fun to my fans while tapping into the throwback nostalgia that we all love. It’s also another big step in my music journey, and there’s so much more to come after this single release — the album launch on September 6, live performances, collabs — [the album] Infinite Icon is going to be exactly that: iconic.”

The out-of-home (OOH) blitz features over 25 billboards throughout the greater Los Angeles area, including a massive 64-foot-wide billboard at The Grove, a popular shopping and entertainment destination.

According to Rachel Webber, chief commercial and brand officer at 11:11 Media, the team drew visual inspiration from the “melodramatic” billboards for accident attorneys plastered all over LA and New York. “We love their campy, over-the-top feel and wanted to capture that feeling in both the creative and the OOH medium,” she said.

Of course, the campaign would not be complete without playing up the nostalgic side of Paris’ personal brand. “Paris is the OG Y2K influencer,” added Webber. “So, aesthetically, we had fun leaning into the early 2000s sleepover vibes, with Paris sitting pretty in pink with her Motorola flip phone, encouraging her bestie to know her worth.”

Hilton is seen in the ads holding the new pink Motorola Razr as a nod to the decades-long partnership between the star and the brand. Hilton recently headlined a Motorola event celebrating the 20th anniversary of the Razr and the launch of the new Razr+ foldable smartphone.

Paris and Meghan’s substantial social media reach plays a crucial role in the campaign. Fun videos for TikTok and Instagram featuring the duo, as well as content from friends and influencers, have already sparked a trend of user-generated content showcasing the song.

To foster a deeper connection with her community, Hilton has also been engaging with fans on her Insyagram broadcast channel – a public messaging tool debuted by Meta last year – to create song-inspired challenges and repost fan videos.

11:11 Media, co-founded by Hilton and Bruce Gersh, specializes in creating innovative and culturally relevant experiences, like the ‘House of Y2K’ pop-up in Los Angeles, which blended nostalgia from Hilton’s cult-classic show, The Simple Life, with modernity through a partnership with the payments app Klarna.

Webber praises Hilton as the “creative mastermind” behind every endeavor at 11:11 Media. “Her unwavering commitment to her fans and her distinct creative vision leads to brand collaborations that genuinely deliver experiences and product integrations her community wants to engage with,” she said. “The best part? Paris has a blast doing it all.”