Chanel advertisement given social juice by ASA
The Mail Online discusses the Keira Knightley advert for Chanel; which has been slated by the ASA as sexually suggestive and for adults only. The Mail Online having no one underage reading their paper felt safe to embed the video in their article along with a couple of stills from the ad.
all smacked of the red triangle warnings that used to appear on adult content screened on Channel 4for a brief time during 1986. This ended up being seen as a badge of approval that the content would be suitably entertaining, garnering an unheard of 3 million viewers in the middle of the night and I suspect that the ASA ruling will have a similar effect, driving lots of juvenile advert views on YouTube.
It must have been a publicists dream for both the fashion house and Ms Knightley – repositioning her as a sultry temptress instead of the ridicule that the article alluded to of her ‘lacking curves’. The only question now for the luxury marketers; is this the right kind of viewership for brand awareness and sales?