Controversy has hit a Chanel perfume ad starring Keira Knightley after Britain’s Advertising Standards Authority (ASA) yesterday banned the ad from airing during children’s programs for being ‘too sexy’.
The Coco Mademoiselle commercial was originally cleared without scheduling restrictions, however a female viewer filed a complaint to the watchdog after the ad aired during a showing of “Ice Age 2”.
The ASA has sided with the viewer, suggesting the ad contains a degree of sexually suggestive content.
“We considered the ad was suitable for older children, but that the sexually suggestive material was unsuitable for young children. We therefore concluded that the ad was inappropriately scheduled and an ex-kids restriction should have been applied to prevent the ad from being broadcast in or around children’s programming”, states the watchdog.
Chanel defends the commercial describing it as ‘playful’ and ‘sensual’ rather than overtly sexual. The company suggests Keira’s character is intended to reflect the nature of its founder, Coco Chanel, who was known as a strong and independent woman.
The commercial shows Keira being photographed on a bed which leads to the photographer unzipping her boots. The scene skips to a suggestively naked Keira, holding only a bed sheet as she crawls towards the photographer. As the two are seconds away from a kiss, she swiftly disappears.
Keira’s Coco Mademoiselle performance will not be seen on children’s television screens again, but The Weekly thinks the perfume will sell just fine.
How many five year olds wear perfume anyway?
