Advertising watchdogs have rejected more than 100 complaints about
Euro RSCG Wnek Gosper’s ad for the Citroen Xsara, which featured the
supermodel, Claudia Schiffer, taking her clothes off.
In total, 121 viewers contacted the Independent Television Commission
about the ad, according to the latest Television Advertising Complaints
Report. Viewers said that the ad was offensive and degrading to women,
that it was sexist, that it was unacceptable and gratuitous to use a
woman’s body to sell cars and that it shouldn’t be shown before the 9pm
watershed.
The ad shows Schiffer descending a grand staircase as she slowly removes
items of clothing. By the time she steps outside she is clad in just her
bra and knickers. We see a back view of the model removing her bra as
she walks towards her car. Once inside, she removes her knickers and
throws them out of the window. The voiceover announces: ’The new Citroen
Xsara Coupe. It’s the only thing to be seen in.’
The ITC said in an official statement: ’The nudity in this lighthearted,
tongue-in cheek advertisement was not explicitly filmed and did not, in
the ITC’s view, warrant a more stringent scheduling restriction. The ITC
did not consider that most viewers would share the complainants’ view
that the tone of the advertising was unacceptably offensive, degrading
or sexist.’
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