• Women’s Wear Daily , Monday, August 4, 2008 9:01 AM

U.S. networks have turned down steamy TV ads featuring Eva Mendes for Calvin Klein's new fragrance, Secret Obsession from Coty. The all-nude Mendes apparently shows a little too much up top, although the networks decline to comment on why they rejected the spots and Mendes' backside also makes an appearance.

The ad "taps into the secrecy of a private moment -- where it's clear that Eva is having illicit thoughts," says Lori Singer, vp of global marketing for the brand at Coty Prestige. Mendes appears alone in the ads, say Singer and Catherine Walsh, svp of American fragrances for Coty Prestige. Both are quick to point out she isn't acting out what she's vocalizing. Walsh calls the original TV spot "provocative, but not raunchy."

A "safe" version of the ad will begin running in the U.S. for the holiday season, but it has only been approved to air after 9 p.m. The original will run on the Calvin Klein Web site; a print and point-of-sale campaign is also planned.

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