SHAKE IT!!!!

Renault Megane – Shake It
Complaint from: 139 viewers
Background
In the context of its claimed comfortable driving position, an advertisement for Renault Megane showed various people wiggling their bottoms to music in which the words "shaking your ass" were continually repeated.
Issue
Viewers objected to the use of the word "ass" in combination with the bottoms shown, especially at times when large numbers of children were likely to see it. 11 reported that children - mainly in the two to six years age range – had copied either the language or the actions used.
Assessment
The BACC approved the advertisement with an ex-kids restriction, meaning that it could not be shown around programmes made specifically for children but could be shown at other times of the day. It considered that "ass" would be regarded by viewers as relatively mild, American slang, and that the dancing shown in the advertising was humorous and energetic rather than sexual. It pointed out that "ass" had been approved in advertising before with an ex-kids restriction and that they were acting within their own accepted standards by applying this restriction here.The ITC would not normally regard the use of the word "ass" as problematic if kept away from children's programmes. In this instance, however, its continual repetition in the lyrics was combined with the appearance of the wiggling bottoms, which had sexual connotations for at least some viewers. In the ITC's view, it was therefore unsuitable at times when large numbers of children, including younger children, would be watching.
http://www.ofcom.org.uk/static/archive/itc/itc_publications/complaints_reports/advertising_complaints/show_complaint.asp-ad_complaint_id=847.html