In a blow for the marketing campaign to get more kids buying £65 bottles of Coco Mademoiselle, Keira Knightley's Chanel advert has been banned from being broadcast around children's TV. NOOOOO!!!!
Apparently a single complaint was made to the Advertising Standards Authority after the "overtly sexual" ad was shown during Ice Age 2. In retaliation, the brand argued that Coco Chanel was "known for being a strong, independent woman" and that the character in the ad was intended to reflect her spirit and embody the fragrance itself, what with her zipping around Paris on a scooter before fondling a photographer. It added that "sexual charge" was common in purfume ads but while the character was playful and sensual, she was not overtly sexual - and her telling the photographer to "lock the door" was a distraction because the next shot showed that she had left (the tease!).
Compliance organisation Clearcast backed-up Chanel's response, saying that "while there was a sexual frisson, it was more akin to flirtation and there was no kissing or fondling".
Yadda yadda - fondling, heavy petting blah blah, it didn't do any good because the ASA upheld the complaint and banned it (from kid's TV), saying:
"The ASA acknowledged that the undressing in the ad took place in the context of a photo shoot but nevertheless considered those scenes involved sexually suggestive content.
"We noted that the photographer was directly involved in unzipping the actress's garments and that there was a suggestion that she was naked aside from a bed sheet. We also noted that there was clear sexual tension between the pair and that they appeared about to kiss on the bed.
"We noted that Ice Age 2 was of particular appeal to children. 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.
"The ad must not be broadcast again in its current form in or around programmes of particular appeal to children."
Knowing Keira, she was just shouting, "lock the door, mummy - it's drafty in the parlour!"
Sexual stuff indeed.