The spot is 'intended to reflect the singer Beyoncé's personal 'sexy chic' style,' says fragrance maker Coty.
By Jocelyn Vena
Beyoncé's steamy new ad for her perfume, Heat, recently gathered some heat of its own from the U.K.'s Advertising Standards Authority — which banned the commercial from the country's daytime TV rotation because of its sexy imagery. Now the company that makes Heat is speaking out about the sanction brought against the ad, which features the singer in a skin-tight, hot-red satin minidress, touching herself and showing some skin.
In a statement from perfume maker Coty that was posted on AceShowbiz.com, the company notes that it doesn't think there's anything too explicit about the TV spot, maintaining that it is "intended to reflect the singer Beyoncé's personal 'sexy chic' style." And while Beyoncé's cleavage is exposed at certain parts of the commercial, Coty added that it's not "overtly graphic or explicitly sexual and at no point was Beyoncé naked."
The company continued, "It was aimed at a vast selection of music programs to target a young adult audience. It would therefore be consistent with the expectations of viewers of those sorts of programs."
In a statement posted on its website, the advertising watchdog said that it has received several complaints about the Jake Nava-directed spot, which initially was aired throughout the day during family programming and now only will be shown after 7:30 p.m. The organization said, "We considered that Beyoncé's body 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."
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