Singer's spot for Heat is not to air before 7:30 p.m. due to its 'sexually provocative' imagery.
By James Dinh
Beyonce in her ad for Heat
Photo: Coty UK
Whether through her music videos or concerts, Beyoncé has always used her sex appeal as part of her pop-star allure. But is she too sexy? The U.K.'s Advertising Standards Authority thinks so. The singer's television spot for her fragrance, Heat, was recently banned from daytime rotation due to its "sexually provocative" imagery.
In a statement posted on its website, the advertising watchdog said that it has received several complaints about the spot, which was aired throughout the day during family programming and will now only be shown after 7:30 p.m. While the organization noted that the ad was unlikely to harm an older audience, it deemed the spot unsuitable for all-ages viewing. "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," the ASA said.
In the Jake Nava-directed commercial, Beyoncé plays a seductive temptress, meandering about a steamy room. As she makes her way around the area, the singer croons Little Willie John's 1956 classic "Fever."
While she remains dressed, the star's silky red dress holds close to her curves and exposes partial cleavage.
Coty UK, the company behind the fragrance, responded to the criticism, explaining that the TV spot was in line with the singer's "sexy chic style," artistically shot and consistent with many music videos.
Last year, the pop star spoke about the perfume's advertisement in an interview with WWD. "It's called Heat, so we wanted the ads to be really steamy and dewy," said the singer. "My sexiest moments are when I'm just getting out of the tub or the shower and I'm clean, so I wanted to incorporate that in the ads. The dress was this liquid-y satin. The song 'Fever' I did years ago and always loved it. [For the commercial] I got to sing it a bit more whispery, more natural."
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