Beyonce’s ‘Heat’ Commercial Banned in Europe

Published by Dior Noir on Wednesday, November 17, 2010 at 3:00 pm.

Beyonce’s getting the heat in Europe for her latest perfume commercial. The sultry fragrance ad that features the diva giving it to the camera in a low cut dress and feeling herself–literally–has been banned from daytime television in the UK.

Now we all know getting sexy with it is part of Beyonce’s appeal, but the UK’s Advertising Standards Authority isn’t feeling this particular freakum dress performance.  “Beyonce’s body movements and the camera’s prolonged focus on shots of her dress slipping away to partially expose her breasts created a sexually provocative ad that was unsuitable to be seen by young children,” the ASA said in a statement. “We considered that the ad should not have been shown before 7.30pm due to the sexually provocative nature of the imagery.”

The commercial’s been out in the US since January 2010 and before it debuted Beyonce explained the concept to WWD. “It’s called Heat, so we wanted the ads to be really steamy and dewy,” she said. “My sexiest moments are when I’m just getting out of the tub or the shower and I’m clean, so I wanted to incorporate that in the ads. The dress was this liquid-y satin. The song ‘Fever’ I did years ago and always loved it. [For the commercial] I got to sing it a bit more whispery, more natural.”

Revisit the commercial below. Do you think it’s too hot for daytime TV?

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