Keira Knightley Chanel advert banned for being 'overtly suggestive'
Wednesday 13 February 2013
A Chanel advert featuring actress Keira Knightley has been banned during children's programming after a watchdog ruled its sexually suggestive content was unsuitable for younger viewers.
The television campaign for the perfume Coco Mademoiselle showed Knightley being photographed on a bed and the photographer unzipping her clothes before she was shown dressed only in a bed sheet and crawling towards him before lying back.
The ad was cleared without a scheduling restriction but a viewer, who saw it during the children's film Ice Age 2, complained that it was unsuitable for screening during the movie because it was overtly sexual.
Chanel said the ad appeared during the day, and Ice Age 2 was chosen because it included sharp humour and involved recognised celebrities as voice actors which gave it an appeal to adults.
The company said a degree of sexual charge was common in perfume ads, but while Knightley's character was playful and sensual she was not overtly sexual.
It believed the ad was not unsuitable for children and that it was therefore scheduled appropriately.
However, the Advertising Standards Authority (ASA) ruled that the ad involved sexually suggestive content, noting that Ice Age 2 was of particular appeal to children.
It said: “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.”
It ruled that the ad must not be broadcast again in its current form in or around programmes of particular appeal to children.
To mark Tolstoy's 186th birthdaybooks
Arts & Ents blogs
- 1 Lego breaks out of the toy box and heads for the gallery
- 2 A bottle of wine a day is not bad for you and abstaining is worse than drinking, scientist claims
- 3 Piers Morgan attempts to save the Union by promising to go back to the US if Scotland votes 'No' to independence
- 4 Tyler, The Creator says having new U2 album automatically downloaded on his iPhone was 'like waking up with herpes'
- 5 Grandmas keep accidentally tagging themselves as Grandmaster Flash on Facebook
Lauren Bacall's last ever performance on Family Guy airs in UK tonight
Fifty Shades of Grey movie: New picture of Anastasia Steele unveiled
X Factor 2014 review: Simon Cowell and Cheryl Cole clashed over Rouge Kiss
Lego breaks out of the toy box and heads for the gallery
Doctor Who, Listen, review: Possibly Steven Moffat's most terrifying episode
Daniele Watts: Django Unchained actress detained by Los Angeles police after being mistaken for a prostitute
George Galloway on Scottish independence: The political class is doing what Hitler couldn’t – destroying Britain
Scottish independence: Nationalist leader Jim Sillars threatens pro-union companies with 'day of reckoning' after independence
Scottish independence: Yes campaign feels the heat as Alex Salmond's NHS claims come under furious attack
Scottish independence: Britain faces 'constitutional crisis' at next election
£23m Birmingham cycle scheme is attacked by Tory councillor for not catering to the elderly