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TRIPPING THE CENSORS: Despite Coty’s best efforts, network TV censors in the U.S. have refused to allow the company to run the steamy ad Steven Meisel shot for its new Calvin Klein Secret Obsession women’s scent, due out this fall. The brand’s strategy? Take it to the Internet. Late Friday evening, Coty plans to go live with a new site, secretobsessioncalvinklein.com, which will feature the risqué TV spot featuring Eva Mendes. The site will also feature various executions of the print campaign.
So, what’s got the network censors hot and bothered? Evidently a combination of what Mendes says, and doesn’t say — not to mention lots of skin and sexy music. “It taps into the secrecy of a private moment — it’s clear Eva is having illicit thoughts,” said Lori Singer, vice president of global marketing for the brand at Coty Prestige, in May. “It’s somewhat open to interpretation — because of how it’s shot, and what you see and hear, and what you can’t see and hear.” For her part, Catherine Walsh, senior vice president of American fragrances for Coty Prestige, sees another reason. “Every time we do TV [with the Calvin brand], it comes back with some sort of push-back from the networks,” she said in May.