'Too violent' Knightley advert banned from TV

Anti-domestic violence charity brands decision by censor as 'pathetic'

Advertising censors have branded an anti-domestic violence advert starring Keira Knightley too shocking for TV, and are refusing to allow it to be broadcast unless key scenes are cut.

The gripping ad shows the actress returning home from a film set, where she is confronted by a violent boyfriend who accuses her of having an affair with a co-star, before launching into a vicious attack. The disturbing footage ends with Knightley left sprawled on the floor, being repeatedly kicked.

The Cut was made for the charity Women's Aid, and launched in cinemas at the beginning of this month.

Charities working to combat domestic violence branded the decision by Clearcast, the ad approval body, "pathetic", arguing that, in banning the advert, it is shielding the public from the reality of domestic violence.

"It seems pathetic. It is really important to raise awareness about domestic violence, and TV gets into people's homes" said Sandra Horely, chief executive of Refuge, a charity that provides accommodation for women and children escaping from domestic violence.

"Many women who are victims of domestic violence are isolated by their partner, and in these situations TV is very helpful. It is also a great way to reach the public and raise awareness of the issue," said Ms Horely.

The ad, created by Joe Wright, the director of the films Atonement and Pride and Prejudice, in both of which Knightley starred, has been viewed more than a million times on YouTube. It was hoped that the ad would air on TV this month, but it will now only be seen on British television if scenes showing Knightley being thrown to the floor and kicked are axed.

"The reason we are still in conversation with Clearcast about it is because they believe it is too violent," said Chris Hirst, managing director of Grey London Advertising Agency, which created The Cut. "Part of the point of the campaign is to raise awareness about domestic violence, and spark debate, which the advert has done, even if it doesn't make it on to TV."

Women's Aid said it has had a brilliant response to the advert, which women viewers believe accurately reflects the reality of domestic violence. "We were very careful to reflect what we had heard from anecdotal evidence. We have put this forward to Clearcast, with statistics from the Home Office, and other material," said Lucy Brown, a spokeswoman for Women's Aid.

Some believe that Clearcast is being overly cautious in failing to approve the full advert, and that advertisers are reluctant to even try to address the issue for fear of being censored.

"You can't tread softly-softly on these issues. It is important that we have these public awareness campaigns, and that the message gets to the people affected by it," said the Labour MP Kerry McCarthy.

Independent regulator the Advertising Standards Authority has received just two complaints from the public about the new campaign, both of which were from viewers who saw the unedited version on the Women's Aid website. Similarly, the ASA received no complaints about the Women's Aid 2007 poster campaign, which included stars such as Honor Blackman and Anna Friel made up to look as if they had been beaten.

Ms Knightley was not available for comment.

PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn evocation of the conflict through the eyes of those who lived through it
Extras
indybest
Travel
Flocking round: Beyoncé, Madame Tussauds' latest waxwork, looking fierce in the park
travelIn a digital age when we have more access than ever to the stars, why are waxworks still pulling in crowds?
Arts and Entertainment
tv
Arts and Entertainment
Judi Dench appeared at the Hay Festival to perform excerpts from Shakespearean plays
tvJudi Dench and Hugh Bonneville join Benedict Cumberbatch in BBC Shakespeare adaptations
Sport
Is this how Mario Balotelli will cruise into Liverpool?
football
News
Ronahi Serhat, a PKK fighter, in the Qandil Mountains in Iraqi Kurdistan
i100
Arts and Entertainment
Poet’s corner: Philip Larkin at the venetian window of his home in 1958
booksOr caring, playful man who lived for others? A new book has the answer
Arts and Entertainment
Exhibition at the Centre Pompidou in Metz - 23 May 2012
art
News
Matthew McConaughey and his son Levi at the game between the Boston Red Sox and the Houston Astros at Fenway Park on August 17, 2014 in Boston, Massachusetts.
advertisingOscar-winner’s Lincoln deal is latest in a lucrative ad production line
Life and Style
Pick of the bunch: Sudi Pigott puts together roasted tomatoes with peppers, aubergines and Labneh cheese for a tomato-inspired vegetarian main dish
food + drink
Arts and Entertainment
Alfred Molina, left, and John Lithgow in a scene from 'Love Is Strange'
film
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Trainee Recruitment Consultant

£18000 - £30000 per annum + uncapped: SThree: Do you feel you sales role is li...

Trainee Recruitment Consultant

£20000 - £45000 per annum + uncapped: SThree: Key featuresA highly motivated ...

Creative Content Executive (writer, social media, website)

£30000 - £35000 Per Annum + 25 days holiday and bonus: Clearwater People Solut...

Legal Recruitment Consultant

Highly Competitive Salary + Commission: Austen Lloyd: BRISTOL BASED - DEALING ...

Day In a Page

Air strikes? Talk of God? Obama is following the jihadists’ script

Air strikes? Talk of God? Obama is following the jihadists’ script

The President came the nearest he has come yet to rivalling George W Bush’s gormless reaction to 9/11 , says Robert Fisk
Ebola outbreak: Billy Graham’s son declares righteous war on the virus

Billy Graham’s son declares righteous war on Ebola

A Christian charity’s efforts to save missionaries trapped in Africa by the crisis have been justifiably praised. But doubts remain about its evangelical motives
Jeremy Clarkson 'does not see a problem' with his racist language on Top Gear, says BBC

Not even Jeremy Clarkson is bigger than the BBC, says TV boss

Corporation’s head of television confirms ‘Top Gear’ host was warned about racist language
Nick Clegg the movie: Channel 4 to air Coalition drama showing Lib Dem leader's rise

Nick Clegg the movie

Channel 4 to air Coalition drama showing Lib Dem leader's rise
Philip Larkin: Misogynist, racist, miserable? Or caring, playful man who lived for others?

Philip Larkin: What will survive of him?

Larkin's reputation has taken a knocking. But a new book by James Booth argues that the poet was affectionate, witty, entertaining and kind, as hitherto unseen letters, sketches and 'selfies' reveal
Madame Tussauds has shown off its Beyoncé waxwork in Regent's Park - but why is the tourist attraction still pulling in the crowds?

Waxing lyrical

Madame Tussauds has shown off its Beyoncé waxwork in Regent's Park - but why is the tourist attraction still pulling in the crowds?
Texas forensic astronomer finally pinpoints the exact birth of impressionism

Revealed (to the minute)

The precise time when impressionism was born
From slow-roasted to sugar-cured: how to make the most of the British tomato season

Make the most of British tomatoes

The British crop is at its tastiest and most abundant. Sudi Pigott shares her favourite recipes
10 best men's skincare products

Face it: 10 best men's skincare products

Oscar Quine cleanses, tones and moisturises to find skin-savers blokes will be proud to display on the bathroom shelf
Malky Mackay allegations: Malky Mackay, Iain Moody and another grim day for English football

Mackay, Moody and another grim day for English football

The latest shocking claims do nothing to dispel the image that some in the game on these shores exist in a time warp, laments Sam Wallace
La Liga analysis: Will Barcelona's hopes go out of the window?

Will Barcelona's hopes go out of the window?

Pete Jenson starts his preview of the Spanish season, which begins on Saturday, by explaining how Fifa’s transfer ban will affect the Catalans
Middle East crisis: We know all too much about the cruelty of Isis – but all too little about who they are

We know all too much about the cruelty of Isis – but all too little about who they are

Now Obama has seen the next US reporter to be threatened with beheading, will he blink, asks Robert Fisk
Neanderthals lived alongside humans for centuries, latest study shows

Final resting place of our Neanderthal neighbours revealed

Bones dated to 40,000 years ago show species may have died out in Belgium species co-existed
Scottish independence: The new Scots who hold fate of the UK in their hands

The new Scots who hold fate of the UK in their hands

Scotland’s immigrants are as passionate about the future of their adopted nation as anyone else
Britain's ugliest buildings: Which monstrosities should be nominated for the Dead Prize?

Blight club: Britain's ugliest buildings

Following the architect Cameron Sinclair's introduction of the Dead Prize, an award for ugly buildings, John Rentoul reflects on some of the biggest blots on the UK landscape