Keira Knightly’s Coco Mademoiselle Advert Criticised

Assessing the sexual content of the 2011 Coco mademoiselle film needs to be shown from all angles, the actions of the protagonist and male character in the bedroom scene has been criticised as not suitable for young children to watch.

In the advert for the perfume the actress is shown being photographed on a bed, baring her shoulders for the camera and seeming to be wrapped only in a sheet. At one point the photographer unzips her boots, and appears about to kiss her. The complainant, who saw the “overtly sexual” ad during the filmIce Age 2, challenged whether it was suitable to be broadcast during a film aimed towards children.

Chanel defended the advert, saying: “The photographer helped the actress remove her boots, rather than her clothes, as part of a wardrobe change during the photo shoot.” Describing Knightley as “playful and sensual” rather than “overtly sexual”, Chanel said that said the ad was in line with most viewers’ expectations of perfume advertising and that it was therefore scheduled appropriately.

However, whilst the ASA acknowledged that the undressing in the ad took place in the context of a photo shoot, they said that “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 noted “clear sexual tension” between the pair.

“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 ASA ruling concluded.


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