Watch the new advert for a healthy fruit smoothies branded too rude for TV

A new TV advert for healthy fruit smoothies has been called too rude for TV.

Wednesday, 13th May 2020, 11:30 am
Updated Wednesday, 13th May 2020, 11:46 am
Dubbed health food porn by its makers, the 30-second advert has got censors hot under the collar, calling for it to be screened after dark.

Dubbed ‘health food porn’ by its makers, the 30-second advert has got censors hot under the collar, calling for it to be screened after dark.

Accompanied with a jaunty whistling soundtrack, the advert sees a medley of fruit seductively handled and ending with a jet of fruit smoothie erupting from a pouch.

It begins with a shot of a pert pair of avocados, followed by an upright length of banana being stroked with a single female finger and a man plunging his fingers into a juicy orange.

The advert progresses with sensual images of an apricot being prised open, a man cupping a pair of hairy kiwi fruits, and running his finger over a bulbous avocado stone.

As a banana rises into view, dripping in honey, smoothie juice drips from the centre of a strawberry.

The final scenes show a lemon and avocado squeezed with vigour, a banana break in half, and a geyser of smoothie flying over raspberries and blueberries which lay on a bed of the spinach leaves.

Ad censors have called for the commercial to be screened way after the 9pm watershed.

The TV advertising governing body Clearcast said "sexual innuendo involving genitalia, breasts and porn" is likely to push the advert well after the 9pm watershed.

After reviewing the advert, the watchdog confirmed it would be only available to air during late-night TV.

The 30-second spot was made by health food brand Swisse Me to promote the ingredients in their range of ready-to-drink smoothies.

Nykkea Maretic from Swisse Me said: “There’s nothing more natural than getting a mouthful of fruit, which is exactly what our smoothies are packed with. All the goodness, with none of the filth. We can deliver them straight to your letterbox too, in case you want to be discreet.

“We know how tricky it is to get in daily vitamins and minerals, so we’ve made it super easy with handy smoothies in 12 deliciously naughty flavours.”

The advert’s director Rowan Adams, added: “This isn’t just any food porn commercial, it is a health food porn commercial.”