Paris Hilton and Alex Earle Star in New Joe & the Juice Spot

Joe & the Juice just launched a new campaign starring American internet personalities Paris Hilton and Alix Earle to bring chic back to breakfasts.

In a 42-second spot titled "#GetChicForBreakfast with Paris Hilton & Alix Earle at Joe & The Juice," the two meet up at the brand's coffee shop located in Los Angeles, California to have their morning meal amid camera flashes. 

"It's like no one knows how to dress for breakfast anymore," Earle tells Hilton. 

"It's the hot new trend, get chic for breakfast at Joe & the Juice," Hilton responds, adding a piece of advice for Earle, "Start slaying early, and soon, you'll be sliving."

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Paris Hilton (@parishilton)

Unsure of Hilton's slang, Earle gives the word "sliving" a shot by using it in a sentence to describe how she loves her Eggcado sandwich.

"Now, you're starting to think pink," the socialite says to Earle, as their entire background turns into Hilton's signature hue.

Earle praises Hilton for her wisdom before the two head out to get changed for brunch, closing the commercial. 

Behind the Campaign

The fast-casual chain, known for its high-quality juices, coffees, and food offerings, understands that breakfast can be the loneliest meal of the day for some.

This is why it enlisted the help of both Hilton and Earle to "revitalize the breakfast spirit."

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Paris Hilton (@parishilton)

"Paris and Alix are already integral members of the JOE family, making this partnership a seamless fit to unite these two icons over breakfast," Kasper Garnell, Joe & the Juice global VP of brand & communications, explained.

"They really brought our pink vision to life! With this campaign, we aim to reignite togetherness at breakfast, which is statistically the loneliest meal of the day," Garnell added.

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Alix Ashley Earle (@alix_earle)

Joe & the Juice's new digital campaign comes in light of its new breakfast offerings: 

• The Slab Breakfast Sandwich
• The Eggcado Breakfast Bowl
• The Eggcado Breakfast Sandwich (featured in the advert)

The "Get Chic for Breakfast" campaign launched Tuesday on Instagram and TikTok.

READ NEXT: Paris Hilton and Her AI Version Star in Tan Luxe Ad

Editing by Katherine 'Makkie' Maclang