Beyonce’s new ad for her fragrance, Heat, is so hot it has been banned from daytime television in the UK.
The Advertising Standards Authority deemed the ad, in which Beyonce writhes around in a low-cut dress, “unsuitable to be seen by young children,” according to the Guardian.
ASA’s statement follows:
“Beyonce’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. We considered that the ad should not have been shown before 7.30pm due to the sexually provocative nature of the imagery.”
What do you think? Does this commercial warrant being banned?
“With a Sixties-pinup-girl meets-futuristic-biker-chick theme, Beyoncé and I really wanted to give our Deréon fall 2010 campaign a tough edginess,” said Tina Knowles, Deréon’s founder, creative director and designer. “We decided to invite Temptu to help us create custom body art for her to model with our fashions. The resulting images were so strong that we realized consumers might want to re-create the tattoos themselves.”
The tattoos will be available on November 1 (you can get on the wait list by going here), and will come in deluxe or basic packages. Designs will include Dereon’s signature fleur icon, rocker bolts and chains, jewel baubles and spider designs. They will be waterproof, and will last 2-4 days.
The basic kits contain eight temporary tattoo transfer sheets with two each of the four designs; 10 tattoo application pads and one of three kit designs, each featuring a different image of Beyoncé, shot for the fall/winter Deréon ad campaign. The deluxe edition includes everything in the basic kit, as well as a signed photo of Beyoncé and a chance to win a trip to New York for a photo shoot.
The basic kits retail for $16 and will be available at Sephora stores in the U.S. and Canada, sephora.com, temptu.com and dereon.com. The deluxe edition, $34 and limited to 500 pieces, will be available only on temptu.com and dereon.com. A waiting list is being taken at dereon.temptu.com. Industry sources estimate the line could do upward of $200,000 at wholesale.
Hailed as the Renaissance woman of the decade, Beyoncé has already conquered music, film and fashion and now brings her one-of-a-kind style, spirit and confidence to her first-ever fragrance. A captivating scent that exudes passion and unleashes a spirited fire within, Beyoncé Heat embodies the trendsetting vision and effortless chic of pop culture’s most emulated icon.
WHAT: On February 2nd, New Yorkers will catch the fever as Beyoncé turns up the heat in Union Square. To celebrate the launch of her debut fragrance, Beyoncé Heat, the visionary artist is illuminating the central destination with fiery red light and smoky fog, infusing the winter landscape with a steamy, sexy aura that embodies Beyoncé’s unique appeal.
MORE: The unprecedented, spectacular display will vividly capture the spirit of Beyoncé Heat, creating a dramatic play of light that promises to turn heads and pique curiosity. The radiant spotlights transforming Union Square will serve as a luminous backdrop to the Beyoncé Heat launch party, where luminaries from the worlds of music, film, and media will gather to toast Beyoncé’s latest venture.
Feminine and irresistible, the floral, fruity, woody scent features rare, sensual flowers. Beyoncé Heat opens with a radiant floral bouquet of magnolia, neroli and red vanilla orchid balanced with a kiss of luscious blush peach. At its heart, almond macaroon, sweet honeysuckle nectar and crème de musk combine to create an exquisitely sensual experience. Finally, warm and sexy notes of giant sequoia milkwood, tonka bean and amber linger to seduce the senses.
WHEN: Tuesday, February 2nd
WHERE: Union Square Park, New York City
Illumination at 6:00PM until Midnight