Ruling reveals Davidoff ad not in hot water
By Hadassah Nymark, campaignlive.co.uk, Wednesday, 09 December 2009 12:01AM
LONDON - A TV ad for Davidoff, promoting its Hot Water fragrance for men, has escaped a ban by the Advertising Standards Authority following complaints that it was sexually explicit.
Seven viewers objected that the ad, which featured a man and woman caressing and then in a naked embrace on the beach should not be broadcast and was offensive.
Coty UK, the advertiser, said the style of the ad was intended to depict a tasteful romantic story as in a film, showing the passion between two adults.
It argued the man was wearing swimming trunks and the embrace symbolised the passion and intensity of the fragrance.
It said the ad followed a precedent set by fragrance advertising and did not push the boundaries of a post-9pm watershed.
Clearcast assigned the timing restriction due to the sensual nature of the ad, but said the ad was not sexually explicit, did not contain nudity and was typical of its genre.
The ASA noted that although it was unclear as to whether the man was wearing trunks, the ad was suggestive as opposed to explicit and the post-9pm watershed was sufficient.
It concluded that no further action needed to be taken.
This article was first published on campaignlive.co.uk
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