Ruling reveals Davidoff ad not in hot water

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.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

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

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).