Is all publicity good publicity? Maybe not when you're the maker of exclusive, luxury cars.
Americans currently are in a lather over an ad featuring Hilton hotel heiress and reality TV star Paris Hilton in a skin-tight swimsuit soaping up a Bentley car.
The controversial ad for the US hamburger chain Carl's Jr. has angered American television watchdogs, including the Parents Television Council, whose members claim it is soft-core porn.
The spot works fine if you're a publicity-hungry celebrity or a fast-food company, but class-conscious Bentley Motors of England has another view - delivered, of course, with upper-crust aplomb.
Says John Crawford, Bentley's PR director: "Whilst Bentley Motors is pleased to witness increasing popularity of its cars, it does not initiate the inclusion of its cars in independent productions."