Overtly sexual CK One ad blasted

CK One ShockCoty UK has fallen foul of the ad watchdog yet again – this time for an ad which showed a woman straddled over a man while he fondled her breasts – after it was aired during family shows.
The TV ad featured a group of young people including women dressed in hot pants and bra tops dancing, with the voiceover stating: “CK One, the original shared fragrance … CK One Shock, daring fragrances for him and her.”
But 21 viewers objected, claiming the commercial was “overtly sexual” and was likely to cause offence, especially as it was broadcast when children would be watching TV, sparking an Advertising Standards Authority investigation.
In its defence, Coty UK claimed the ad was a re-edited version of a previous ad, designed to “reflect the young and edgy spirit” of the brand. However, the company did admit that the new edit had resulted in more flesh being on show.
Clearcast, the group which pre-vets TV ads, claimed the scene which triggered the complaints was too quick for people to even notice, so it cleared the ad for general broadcast.
And while the ASA acknowledged the ad was unlikely to cause serious or widespread offence to most viewers if scheduled, it agreed it was “briefly overtly sexual” and agreed it might be distasteful to some.
The regulator ruled the commercial should be scheduled later in the day before airing again.
This is the second time the brand has run into trouble. Back in 2010 Coty was blasted for running an ad starring Beyonce, which promoted her own fragrance, because it was unsuitable for children.

1 Comment on "Overtly sexual CK One ad blasted"

  1. RT @DM_editor: ‘Overtly sexual’ CK One ad blasted http://t.co/zOJBrbo08U

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