Raunchy P Diddy perfume ad banned in US to air on C4

LONDON - An ad for hip-hop legend P Diddy's Unforgivable Woman perfume range, featuring a lingerie-clad model cavorting with the rapper in a New York hotel stairwell, which was banned in the US for being too sexually explicit, is to screen tonight on Channel 4.

The ad was banned by America's equivalent of the Advertising Standards Authority, the Federal Communications Commission, for being too sexually explicit for US audiences, but will screen tonight on Channel 4 at 21:45.

The ad was entirely conceived, filmed and produced by P Diddy, for Estee Lauder's Sean John-produced Unforgivable Woman scent.

The version to be aired on Channel 4 is described as the "dirty" minute-long version of the P Diddy-produced ad, which will appear during a break for Peter Kay's 'Phoenix Nights'.

The Broadcast Advertising Clearance Centre cleared the ad for UK audiences, which features Diddy and model Jessica Gomez meeting outside a hotel in New York's Times Square before heading to a hotel stairwell for a sex scene involving Gomez stripping off to soft focus shots of her bare midriff, chest and legs.

The ad, which is widely available on the web in 20-second, 30-second and one-minute versions, is also on P Diddy's MySpace page as a three-minute version, which is understood to be the rapper's preferred cut.

Diddy edited the ad at Estee Lauder's New York offices during a 12-hour spell for the campaign, which is the latest one to appear for the Sean John range.

The rapper, real name Sean Combs, has defended US reactions to the ad, stating it was up to individual audience members to decide whether his "movie" was too sexually explicit to be screened.

He said: "I feel strongly that this movie needs to be viewed and judged by the public rather than by executives. Some people may be uncomfortable with the sensuality and sexual content, but it is important for them to make that decision personally."

Combs added that he hoped the ad would "revolutionise" the way people thought of perfume ranges.

The fragrance has been slammed by rivals. Singer Mariah Carey, who is promoting her own perfume called M, has said that P Diddy's fragrance was for a certain market.

Carey said: "M by Mariah Carey is about being unforgettable, not unforgivable. It's not about a menage a trois or a one night stand, it's for the woman who wants the man to fall in love with her immediately, stay in love, and treat her like royalty."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Why Cosabella replaced its agency with AI and will never go back to humans

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published