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Actress Keira Knightley starred in a Coco Chanel commercial nearly two years ago, but the ad is making headlines today because it was deemed too “sexually suggestive” to air during children’s programming in the U.K.
The commercial, directed by Knightley’s Anna Karenina director Joe Wright, features Knightley getting undressed and crawling on the bed towards the camera. According to Entertainment Weekly, the Advertising Standards Authority, which regulates advertising in the U.K., received a complaint when it was aired during Ice Age 2.
On Wednesday, the ASA issued a response to the complaint, agreeing that it should not be run during children’s programming. Chanel told the ASA that it decided to run the ad during Ice Age 2 because of its well-known voice actors, so “it therefore also had a clear appeal to adults.”
The ASA did agree with Chanel’s note that the suggested nudity was “in the context of a photo shoot,” but they said it was still far too much for younger viewers, calling it “sexually suggestive.”
“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,” the agency’s statement read. “We also noted that there was clear sexual tension between the pair and that they appeared about to kiss on the bed.”
The ASA says that the ad was “inappropriately scheduled” and that it can no longer run during a children’s program.
“The ad must not be broadcast again in its current form in or around programmes of particular appeal to children,” the agency ruled.
Here’s the full ad. Is it too sexy for children?