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Next Roz ad will be sexier than 'banned' one, vows director

Top stylist Courtney Smith has vowed that the next Newbridge ad starring Roz Purcell will be sexier than the last one.

The video ad for the last campaign generated controversy when the Advertising Standards Authority for Ireland (ASAI) upheld a single complaint ruling that "the poses taken by the model were overtly sexual in nature and were therefore provocative".


Roz Purcell Newbridge

Roz Purcell Newbridge

Roz Purcell Newbridge

Roz Purcell Newbridge


Roz Purcell Newbridge

The two-minute clip shows the gorgeous model writhing around a dimly lit set in revealing clothing, draped in jewellery from the Newbridge Silver eShe collection.

Two of the video scenes in particular were highlighted in the ASAI's overview. One scene where Roz (24) wears a plunging silk kimono, and in other where she dips her finger into a cocktail and then places her finger in her mouth.

The scenes were removed and the edited video was uploaded on the company's website. But despite the controversy, Courtney wants the next ad to be even sexier.

"I'm already planning my next Newbridge campaign - the one that got so much stick," Courtney told the Herald.

"We're going to use Roz again, she really suits the brand and we're going to go sexier than ever," she laughed.

"That's my next big project and I'm really looking forward to it."

When the ad was pulled, Courtney admitted she was "shocked" by the decision. "I thought it was ridiculous, it's not like she was nude," she said.

"The shoot with Roz was reflecting an era and a movement. I came up with the concept and directed and styled the shoot, I wanted a Cuban feel, so the shoot was inspired by the dance movement of the 1930s and 1940s," she added.

However, despite the controversy the collection was a huge hit for the company and sold out thanks to all the attention.