Keira Knightley Chanel perfume ad banned for being ‘sexually explicit’

Kim Hookem-Smith
Yahoo Lifestyle
13 February 2013


Keira Knightley’s new Chanel Coco Mademoiselle commercial, which begins with the British actress waking up in bed with bare shoulders, has been deemed too ‘sexually explicit’ to be seen by young audiences.

Though Keira awakes alone and mostly covers up, the Advertising Standards Authority (ASA) has ruled that the ad should not be aired during programmes and films aimed at children.



The rest of the clip, starring the 27-year-old actress shows her beginning to unzip her motorcycle jumpsuit and gesture to the photographer to lock the door.

But this is a ruse as she uses the distraction to leave the photoshoot and make a run for it.
The commercial’s sensual suggestion, often seen in perfume ads, promotes one of the fashion brand’s signature scents.


[Related: Fashion and beauty ads banned in the past year]


The advert received complaints after it was shown during Ice Age 2, a film chosen for its appeal to adults watching with their children, according to Chanel.

A spokesperson for the brand argued that there was no nudity or implied nudity in the clip and the allusions were playfully sensual rather than overtly sexual.

Chanel added that Coco Chanel, after whom the scent is named was: 'known for being a strong, independent woman.’ The character Keira plays in the commercial is based on this feisty personality.

A spokesman for the backed up its decision, 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.


[Related: L'Oreal's ads banned for false advertising]


"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.”

"The ad must not be broadcast again in its current form in or around programmes of particular appeal to children."

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