(Add your opinions at the end!)
The U.K.’s Advertising Standards Association (“ASA”) announced on Wednesday that the commercial for (singer, actress and brand) Beyoncé’s fragrance “Heat” is being banned in the United Kingdom. The commercial was marketed through Coty U.K.
Coty is a $4 billion a year company who regularly licenses it’s brands with celebrities.
Amidst the gushy and sweet pending nuptials of Prince William and Katherine Middleton, the ASA broke the news broke that Ms. Beyoncé’s, “(B)ody movements and the camera’s prolonged focus on shots of her dress slipping away to partially expose her breasts created a sexually provocative ad that was unsuitable to be seen by young children.” Beyoncé collaborated with Coty
Considered a pop icon in the United States, Beyoncé’s body movements haven’t blinked an eye, especially in light of the over-the-top gyrations of Shakira, Lady Gaga and others.
Viewers have challenged the ban, but as of November 19, 2010, the ASA upholds its decisions.
According to the BBC, Coty defended their decision and supported Beyoncé’s commercial stating that “it was aimed at a young adult audience and was consistent with, if not less graphic, than many music videos.“
I agree with the Wall Street Journal in their brilliant assessment that, “In other words, it pretty much looks like every video Beyonce has ever made.”
What will be interesting is the commercial that Coty U.K. will plan as a result of their partnership with the outrageous –and borderline offensive– Lady Gaga. On November 11, 2010, Coty announced their plans to launch Lady Gaga’s first signature scent.
We’ll see if she gets banned…