Keira Knightley’s latest ad for Chanel has been banned across the UK after being deemed unsuitable for children. While the ad itself is not brand new, parents started complaining after it aired during a screening of Ice Age 2 on television.
Although Chanel has defended the ad and called it ‘sensual’ rather than racy, the ASA [the advertising authority in the UK] has disagreed with them, stating that parents have been complaining about the ad being too suggestive for children to watch.
The ASA’s complaint stated, “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 considered the ad was suitable for older children, but that the sexually suggestive material was unsuitable for young children.”
The ad itself doesn’t contain anything too provocative, and takes place mostly in a bedroom between Keira and unnamed photographer. Both of them start flirting and as the man starts to unzip her boots and leans in for a kiss, she abruptly gets up and disappears out of the window. The only part of the ad that could be considered even remotely racy is where Keira lies under the covers, and her bare shoulders are seen. Chanel has even added that there is absolutely no nudity in the ad and that the most Keira exposes is her bare shoulders – something that is demure considered to most ads airing on television nowadays.