Gucci Australia has vowed to reconsider its television advertising time slots, following complaints over a racy campaign promoting its Gucci Guilty fragrance.
Despite being dismissed by the Advertising Standards Board late last month, the case has prompted the luxury powerhouse to look more closely at its future advertising schedule.
One complainant compared the campaign, which is set in a futuristic city and features American actors Chris Evans and Evan Rachel Wood as lovers, to “soft core pornography”.
“It shows this woman naked from behind and writhing around on top of a man,” one complainant alleged.
“It contains a great deal of implied nudity. It is disgusting and is on television during PG and G rated television shows. I have a young daughter and I never want her to accidentally view something like this.”
The Advertising Standards Board found the campaign did not breach its code of ethics, determining the nudity was “not graphic” and the sexual imagery “mild”.
Despite the dismissal, Gucci Australia issued a formal statement to the board stating it would reconsider its approach in future.
“The campaign activity has finished for now but rest assured that if further activity is planned, we will be sensitive to this complaint in the time slots that we invest in.”
Assia Benmedjdoub