The new Calvin Klein Secret Obsession perfume commercial featuring Eva Mendes has been banned by Stateside TV networks for being too racy. The commercial was shot by Steven Meisel.
Catherine Walsh, senior vice president of American fragrances for Coty Prestige who produce the scent explained, “The Obsession brand resonates in a very provocative place. And we wanted to do a provocative ad. But we’re not trying to be raunchy. There’s a lot of skin, but it’s done tastefully.” And she vows to fight the censorship decision, “We’re going to fight.”
Eva told WWD about the campaign, “To me, Calvin Klein has always represented sexiness and a freedom to express yourself,” said Mendes. “That was especially important for me, because I felt very awkward during my teen years. When I was approached by Calvin Klein, I thought that it would be so satisfying for me to be part of a campaign where I could show women and girls that it’s okay to be different.”
Key Themes Behind This Trend
- Provocative Advertising
- As TV networks continue to censor provocative ads, there is an opportunity for companies to create boundary-pushing campaigns that still tastefully showcase their brand.
- Body Positivity Marketing
- With Eva Mendes' statement about embracing her difference, there is a growing trend of using body positivity and self-love as a marketing tool.
- Direct-to-consumer Product Launches
- As traditional marketing channels become more strict about advertising guidelines for certain products, there is an opportunity for companies to launch products directly to consumers through digital or social media advertising campaigns.
Where This Applies
- Fragrance
- The fragrance industry must navigate increasingly strict advertising guidelines while still finding ways to launch provocative campaigns that resonate with their customer base.
- Fashion
- Fashion brands can use body positivity and self-love messaging to connect with audiences and build more inclusive brand identities.
- Digital Advertising
- Modern advertising campaigns must leverage digital and social media to reach audiences directly and without censorship.
