ABC draws the line at Madonna's raunchy new perfume ad: Channel to digitally cover singer's cleavage

ABC has deemed Madonna's ad for her new her perfume, Truth or Dare, too racy.


The 30-second television commercial shows the 53-year-old singer cavorting in a low-cut corset and fishnet stockings, while singing and writhing to the dance beat, 'I’m a bad girl.'

Now network executives have ordered the black-and-white perfume ad to be digitally altered to cover the offending shots of her body.


Cleavage censorship: ABC have insisted that shots of Madonna's chest and behind be covered up






Too racy? The 53-year-old wears a revealing corset in the 30 second ad, prompting ABC to request some changes be made to the content of the commercial

Among the content changes that have reportedly been requested are digitally altering the singer's bra to make it bigger and extend higher, covering more of her chest, and also making her corset longer to cover more of her behind.


A source told the New York Post: 'ABC also wants to cut another suggestive scene where Madonna writhes around.'






Once the requested changes have been made, ABC will only air the perfume ad after 9pm, with the exception of the daytime talk show The View.

The decision comes in the wake of increasing unease about over-sexualisation in television ads.


Madonna's perfume ad openly displays seduction, and shows the singer as a women in control of her overt sexuality, putting emphasis on her cleavage. The provocative ad is about selling the Madonna brand, in turn leading to sales of the product as well as other products associated with the singer.


This tactic is a reoccurring feature in advertising, leading American culture to constantly push the envelope of promiscuity that often portrays women as sexual objects, causing growing unease with consumers.






Digitally modified: After ABC viewed the ad, the channel wants Madonna's bra digitally made bigger to cover more of her chest, and her corset longer to cover more of her behind




Whether ABC's issue is with the physical exposure of Madonna's cleavage, or the fact the singer uses her cleavage as a form of feminine flirting and seduction both for its aesthetic and erotic effect, is unclear.

ABC told MailOnline: 'We never comment on our client’s business, but we do review all commercial material to ensure it’s appropriate for a mass audience and is scheduled in appropriate time periods.'


Poster girl: Madonna's print ad for Truth or Dare

If the channel were to ban the raunchy ad outright, it would lose advertising revenue.


Preempting complaints from viewers who find the ad inappropriate, ABC's digital censorship move appears to be a compromise between commerce and their viewers probable reactions, which effectively translates to: don't get mad at us, we censored the bare bits.


Madonna has already been in the headlines this week following the debut of her racy new video for Girl Gone Wild which was banned for under-18s by YouTube for its inappropriate content.

Unsurprisingly, to anyone familiar with the star's bold artistic choices, the Material Girl appears gyrating in hot pants surrounded by a bevy of topless, homo-erotic dancers in the music video.

The mother-of-four has made a career out of her provocative and hyper-sexualised image, prompting may critics to cry 'Put it away Madge', and ask 'Will she still be doing this at 70?'

The Daily Mail's Liz Jones said earlier this week: 'I’m embarrassed for Madonna — she is letting the side down. Memo to the postmenopausal: forget the fashion mantra of only exposing one erogenous zone at a time. After 50 you have no erogenous zones. Accept it. Move on. Cover up.'

MTV also banned her Erotica video in 1990, and in 1989, she sang Like a Prayer for a Pepsi commercial which, within 48 hours of the much-hyped worldwide premiere, was pulled and never screened again after a backlash from U.S. religious groups.


The Truth or Dare perfume ad comes 20 years after the similarly titled 1991 documentary Madonna: Truth or Dare and 1992 release of the controversial coffee table book, Sex, on which she collaborated with Fabien Baron.


Mr Baron also had a hand in the video advertisement for the new perfume in which Madonna sings: 'I know I shouldn't act this way, I know good girls don't misbehave, but I'm a bad girl.'

Despite the suggestive content of the ad, the fragrance was concocted as a tribute to the singer's mother who died of breast cancer in 1963.

Madonna explained in a statement: 'My oldest memory of my mother is her perfume. I carry it with me everywhere. She always smelled like Gardenias and Tuberose. An intoxicating mixture - feminine and mysterious.'


Initially available exclusively at Macy's for the month of April, Truth or Dare will launch globally in May.


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