Pamela Anderson, the former Baywatch star, has been deemed too sexy for an advertisement in the United Kingdom (UK).
An advertisement for Dreamscape Network, a domain and web hosting company, featuring Anderson as a corporate executive has been determined to be degrading to women and has been banned for being sexist.
Originally, the advertisement was cleared to air on television after 9 p.m.; however, after four viewers complained about the raciness of the promo, the Advertising Standards Authority (ASA) banned the commercial entirely. The watchers complained that the offending material was sexist and degrading to women.
The advertisement demonstrates an office scenario with Anderson chairing a meeting attended by men; her assistant pours cream into a cup of coffee while displaying her cleavage.
A fantasy scene begins, starring Anderson and her assistant dancing in bikinis, covered in cream. There is a shot of the blonde-bombshell calling out to the fantasizing man in a provocative manner.
The business-like Anderson snaps the daydreaming man out of his fantasy by calling his name in a librarian voice; cut to the final scene of the assistant revealing her cleavage while serving more coffee.
Throughout the spot, the women in the commercial had open shirts with exposed bras and visible cleavage, not just in the fantasy scene. According to the ASA, the commercial gave the impression that the man who fantasized about his female colleagues only viewed them as sexual objects. They stated that the ad portrayed the women as sexual beings throughout and not just during the dream sequence, leading them to ban Anderson as too sexy for advertisers.
Dreamscape Networks disagrees, they believe the advertisement was “anything but degrading to women” and that it “deliberately portrayed Anderson and her assistant as “attractive, dynamic and confident business people”. (news.sky.com)
As one of the world’s largest hosting and data server solution companies, Dreamscapes Networks, went on to say that the commercial was meant to be humorous and fanciful, a tongue-in-cheek method to promoting their line.
Anderson is not the only star to be judged as too sexy by advertisers and the ASA; Keira Knightley, 27, saw her Coco Mademoiselle perfume campaign pulled from Ice Age 2.
Knightley’s commercial shows her on a bed as a photographer unzips her dress, she slowly crawls towards the photographer dressed only in the sheet.
After the ASA blasted the ad as being “unsuitable for children”, Chanel defended it and described it as playful and sensual rather than overtly sexual. Their defense to showing it during Ice Age 2 was the draw of adults to the mature humor and celebrity voiceovers.
Knightley’s Chanel advertisement was ultimately not allowed to be broadcast in the original form around programming appealing to children.
Anderson, 45, starred in Baywatch, a popular beach action series, from 1992 until 1998. The Canadian born actress originally starred in Home Improvement alongside stars Tim Allen and Richard Karn as the Tool Time girl.
The starlet, known for her glamour looks, recently went for a more toned down looked for a Vogue photo shoot where she appears with her hair in a ponytail, natural look makeup, and is sans her traditional false eyelashes.
While the Baywatch bombshell’s UK advertisement may have been banned for being too sexy for advertisers, Vogue did not shy away from the sex appeal when selecting her for the pages of Vogue Brazil.
By Dawn Cranfield
Senior Correspondent / Product Specialist