I feel like Chanel’s marketing department decided to just get ridiculous in the past year. They know people love their damn perfume and will continue buying their damn perfume no matter how ridiculous the commercials get, so they’ve opted to just stick with advertisements that are part sexy famous person, part bizarre situation. This time, it’s Keira Knightley who’s Chanel ad is weird, though hers has gotten less of a humorous response than Brad Pitt’s and more criticism by parents who think it’s “too sexy” to be seen by children.
The commercial, in its extended form, shows Knightley rolling out of bed, riding her motorcycle to a photoshoot, getting dolled up and having her pictures taken. She whispers to the photographer to be alone with her, he clears the room and things get sexy. She tells him to lock the door, then escapes through the window while his back is turned and drives away.
After it was aired during Ice Age 2, parents filed a complaint with the Advertising Standards Authority in the UK. The commercial is now prohibited from being shown during children’s programming.
While I’m inclined to agree, I can’t help but take issue with the decision a little bit. It’s not that I think they’re wrong – this is a rather risque commercial to be seen by kids — I just think that most ads for men’s perfume are equally sexual in nature, yet remain uncriticized. As HuffPo pointed out, tons of controversies have surrounded fragrance ads — all of which involve women. Have you ever seen an ad for Axe? FFS, there’s one involving as many double entendres as possible about clean balls. Most men’s deodorant, aftershave and cologne commercials involve the guys being pet, fondled and literally chased by women, many of which I have seen aired while watching cartoons with my nephew; isn’t that a little too sexual in nature for kids to be seeing, too? I don’t want to read too far into their decision, but I still wonder whether this would be deemed “too sexy” if it were the guy being stroked and then peaced out off the balcony, leaving her behind. But hey, see for yourself: