It’s a universal truth that sex sells but whether it’s always appropriate for fragrance and cologne advertising to make full use of that fact is under scrutiny. Now the Keira Knightley Chanel advert has come under scrutiny…
Keira Knightley Chanel Advert Banned
Coco Mademoiselle may be suitable for Valentine’s Day but apparently not for young TV viewers. A complaint has been made to the Advertising Standards Authority (ASA) about its scheduling during Ice Age 2.
In the commercial, British actress and face of Chanel, Keira Knightley’s clothes are slowly removed. She takes on the role of an independent woman who is undressed by her male photographer during a photoshoot, leading to an almost kiss.
The advert is set to ‘It’s a Man’s Man’s Man’s World’ originally by James Brown and Betty Newsome but in the ad it’s sung by Joss Stone. We can’t help but be charmed by this soundtrack as it features in our very own playlist and show, sung by Kele Le Roc.
(Image from Independent Woman)
Chanel described the advert to British Vogue saying: “The photographer helped the actress remove her boots, rather than her clothes, as part of a wardrobe change during the photo shoot.”
They described the Anna Karenina leading lady as “playful and sensual” in the clip rather than “overtly sexual.” The French fashion house went on to defend the Keira Knightley Chanel advert, arguing that it matched up to people’s expectations of perfume advertising.
The ADA noted the photoshoot setting but said, “The photographer was directly involved in unzipping the actress’ garments and that there was a suggestion that she was naked aside from a bed sheet.” They also noticed “clear sexual tension” between the pair.
They ended, “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.”
Here’s a longer version of the offending Keira Knightley Chanel advert so you can judge for yourself:
Coco Mademoiselle is not the first perfume advert to come up against controversy. Sophie Dahl’s depiction, in the Yves Saint Laurent ad for Opium, turned many heads as she lay naked, only adorned with jewellery and arching her back in a certain suggestive manner. Though, Alan Cumming humorously mimicked the pose for his ‘Cumming’ cologne.
The Hollywood burlesque dancer, Dita Von Teese is not one to miss a trick or shy away from sexy advertising. She has also got in on the fragrance game. The Strip Strip Horray star visited Cologne last month to work on her latest product FleurTeese which we’re expecting any day now.
Meanwhile we’re hoping the bubble hasn’t burst and the tempting, sultry nature of perfume advertising lives on for another day.
Enjoy celebrity fashion shoots with Just Because… Ellen Von Unwerth.
Burlexe is a sensational London burlesque show inspired by the women who created the genre and perform the art. It fuses burlesque performance with storytelling, dancing with acting.
We look to influential and successful women as our inspiration as well as issues of censorship. This Keira Knightley Chanel advert ticks both those boxes.
(Main image from Lucine’s Blog)