Bad news for fans of Keira Knightley and her shapely body, it appears you won’t be getting the chance to see it on TV on the new Chanel advert – at least not if you’re a child. Sorry kids, the sultry ad for Coco Mademoiselle has been banned from airing during children’s television programs by the Advertising Standards Authority. Devastating news.
The ASA apparently saw the ad, which sees Knightley being photographed on a bed and having her clothes gradually unzipped, during a showing of Ice Age 2. The document published by the authorities read: “The complainant, who saw the ad during the film Ice Age 2, challenged whether the ad was suitable to be broadcast during a film that was likely to appeal to children, because she believed it was overtly sexual.”
Chanel’s defence? Coco Mademoiselle was a strong independent woman and the advert was intended to reflect that, apparently. The reason it was being shown during Ice Age 2 was because the film was known for its sharp humour, something they considered fitting with the tone of their advert. Unfortunately that hasn’t washed with the ASA who are now banning it from being show around any children’s programs. “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” they wrote.