A UK television viewer complained to the Advertising Standards Authority after Keira Knightley‘s 2011 Chanel perfume commercial aired during a TV broadcast of Ice Age 2, reports EW.com. The viewer thought the content was inappropriate for young viewers. Here’s the commercial, what do you think?
Chanel responded to the claim saying, “Coco Chanel was known for being a strong, independent woman and the character in the ad was intended to reflect her spirit and embody the fragrance itself,” reports ASA.
The organization elaborated saying, “The ad had appeared during time slots throughout the day and Ice Age 2 was chosen in the knowledge that it was not only a cartoon but included sharp humor and involved recognized celebrities as voice actors; it therefore also had a clear appeal to adults.”
Apparently the ASA agreed with the viewer that it was unsuitable for children’s programming but went that extra step to break down the plot of the commercial saying, “We also noted that there was clear sexual tension between the pair and that they appeared about to kiss on the bed.” Hmm, possibly? We. Will. Never. Know.
Do children even watch commercials if there are no toys in them? Isn’t that prime snack time?
The commercial has since been removed from rotation that includes children’s programming.
Do you agree with this action?