The UK’s Advertising Standards Authority is constantly making news for the commercial videos and images they choose to ban in order to protect their citizens from various things they consider to be lewd, inappropriate or misrepresentative. And now Keira Knightley’s Coco Mademoiselle advertisement has fallen into the category.
In the past, the ASA has banned things such as American Apparel ads, Hailee Steinfeld’s Miu Miu campaign, Dakota Fanning’s Marc Jacobs Daisy ads and Natalie Portman’s Dior mascara ad.
The new Coco Mademoiselle commercial starring Keira Knightley is admittedly sexually suggestive. She wakes up with just a sheet wrapped around her before going to a shoot where she and the photographer clearly have chemistry (unzipping her jumpsuit before whispering, “lock the door”), but then she leaps through a window onto her motorcycle before anything actually explicit happens.
The problem, according to the Telegraph, comes from a concerned citizen who filed a complaint after seeing this advertisement before a screening of Ice Age 2. The ASA then ruled that the ad “must not be broadcast again in its current form in or around programmes of particular appeal to children.”
Clearly, this ad is not targeted towards children, nor are perfume sales, in general. So doesn’t it seem odd that this would play before a kids movie? Obviously the subject matter is a little mature for kids, but honestly, I don’t think most children seeing Ice Age 2 would fully grasp the implications of this ad. Plus, all of the sexuality in the ad is pretty tastefully done. I also doubt that most TV stations or theaters would be playing this full length three minute commercial:
What do you Lovelies think of this ad? Would you have a problem letting your child or younger sibling see it? Do you think the ad is too overtly sexual or not that offensive? Have you seen some of the other ASA banned ads?
guest
I see nothing wrong with the ad. I’d prefer my son not see it, but I wouldn’t make a big deal out of it if he did. I agree with the person that complained about the ad before Ice-Age. That is odd.
guest
As the ASA, as most people don’t know, is a self regulation body of the uk advertising industry, I support all of their bans regardless of how I perceive them. More industries should be self regulating to the same high standard.
It should also be noted that the bans always have reason and stipulation… In fact, this isn’t really a ban, it is a restriction. I can understand why parents would not want their children sitting there watching it, and against the authors assertion, children of all ages go to see the ice age films. Good move by the ASA. It is an ad targeting adults and so it should only be viewed amongst programming targeted at adults.
Not to mention… ” in its current form” I’ve seen many variations on this ad that are not as sexualized and those ones are not restricted. Just this particular 3 min one.
guest
My only thought would be that maybe they thought by putting it before Ice Age they would be targeting the parents who are taking their kids to see the movie. ?
guest
I wouldn’t want my kids to see it. Not gonna lie. I personally don’t find it appealing or even all that sexy and I’m not offended but it’s a little much for kids to see.
guest
Oh. My. God. I can’t get over how GORGEOUS she is.
Honestly… I’d find the ad more appropriate for children than all the sex jokes in “kids movies” these days.
guest
Keira should eat more.. she’s so bony~~ i mean she’s pretty but is she healthy?
that aside.. yes, the ad is odd to be played before Ice Age, but then again nothing really happened there so…
guest
i think keira knightley is absolutely stunning, gorgeous, elegant, talented etc, but i do not think she is SEXY at all – it’s just not there. I find the Kate upton carl’s jr commercial waaaaayyyyy more dirty and ban-worthy than this commercial.
guest
I just can’t get over the ridiculous fact that the first thing she thinks when she wakes up is, “Where’s my perfume?”
@yan_ni@xanga - Some people just don’t gain weight no matter how much they eat, you know.
hydrangea / 59 posts
I am surprised that a European country kicked up a fuss about this. I thought they were a lot more liberal with things like nudity, etc?
guest
I’m confused. . . This ad has been playing in good ole Ohio for awhile now. Not the whole thing, but the majority. Is it really new? Why is ice age 2 just now playing over there? I feel like I’m in some weird time warp lol
guest
I love the English. They have a great voice when it comes to ads conveying false hopes or being overtly sexual. Remember when the UK didn’t like Rimmels misleading mascara ads?