Raunchy P Diddy perfume ad banned in US to air on C4

by Alex Donohue, Brand Republic 28-Sep-07, 09:10

LONDON - An ad for hip-hop legend P Diddy's Unforgivable Woman perfume range, featuring a lingerie-clad model cavorting with the rapper in a New York hotel stairwell, which was banned in the US for being too sexually explicit, is to screen tonight on Channel 4.

The ad was banned by America's equivalent of the Advertising Standards Authority, the Federal Communications Commission, for being too sexually explicit for US audiences, but will screen tonight on Channel 4 at 21:45.

The ad was entirely conceived, filmed and produced by P Diddy, for Estee Lauder's Sean John-produced Unforgivable Woman scent.

The version to be aired on Channel 4 is described as the "dirty" minute-long version of the P Diddy-produced ad, which will appear during a break for Peter Kay's 'Phoenix Nights'.

The Broadcast Advertising Clearance Centre cleared the ad for UK audiences, which features Diddy and model Jessica Gomez meeting outside a hotel in New York's Times Square before heading to a hotel stairwell for a sex scene involving Gomez stripping off to soft focus shots of her bare midriff, chest and legs.

The ad, which is widely available on the web in 20-second, 30-second and one-minute versions, is also on P Diddy's MySpace page as a three-minute version, which is understood to be the rapper's preferred cut.

Diddy edited the ad at Estee Lauder's New York offices during a 12-hour spell for the campaign, which is the latest one to appear for the Sean John range.

The rapper, real name Sean Combs, has defended US reactions to the ad, stating it was up to individual audience members to decide whether his "movie" was too sexually explicit to be screened.

He said: "I feel strongly that this movie needs to be viewed and judged by the public rather than by executives. Some people may be uncomfortable with the sensuality and sexual content, but it is important for them to make that decision personally."

Combs added that he hoped the ad would "revolutionise" the way people thought of perfume ranges.

The fragrance has been slammed by rivals. Singer Mariah Carey, who is promoting her own perfume called M, has said that P Diddy's fragrance was for a certain market.

Carey said: "M by Mariah Carey is about being unforgettable, not unforgivable. It's not about a menage a trois or a one night stand, it's for the woman who wants the man to fall in love with her immediately, stay in love, and treat her like royalty."

Comments

Peter Petrelli - 28/09/2007

What a load of self indulgent 'Im P Diddy, Diddy, Puff Daddy, Popsicle and I walk on water when i want to' tosh. This pratt made a lot of money of a dead rapper and thinks people want to go around smelling like him. Made a video showing how he can shag models in staircases, hows any female going to want to buy that perfume? If not for the fear of Piddy lunging out of some dark corner. rubbish.

Ginny Hendricks - 28/09/2007

Agreed! How much of a wannabe celebrity would you have to be to even want to *smell* like one? Although the ad is really not offensive and if it's shown at 9:45pm then it's hardly more explicit than some programs shown at that time. Nice to see a slightly curvy model too. I am soooo not buying the perfume though... not because of the ad, but because I think if these celebrities had any real talent they wouldn’t need to divert our attention from their lack of credibility by bringing out perfumes.

Peter Petrelli - 28/09/2007

exactly, celebrity perfumes is also one of the lowest forms of cashing in on a 'celebs' starry eyed allegiance. Its basically showing how someone in a position of fame doesnt give a shit about his/her reputation or the consumer public who have helped them get to where they are and is prepared to make them dig deeper into their pockets so they can buy more diamond alloys for the bentley of their eighth mistresses chiwawa. Pathetic, try giving people something they need or just keep it to yourself. true about the model though, hot.