For free-loving Eurocrats, an image of a breastfeeding baby seemed the perfect way to promote the joy of voting in the European elections.
But a glimpse of an exposed nipple in the soft-focus advertisement has proved too much for flustered British censors to bear: the image has been cut from the production before it could outrage cinemagoers across the UK.
The new EU states made no objection to the uncut version, a montage of images depicting people making choices, including an opening shot of a baby deciding which nipple to feed from.
Prudish British censors felt differently. While the British Board of Film Classification gave the short film a "U" certificate, the Cinema Advertising Association ordered that the nipple must go.
In an edited version approved for British audiences, the baby's hand at first obscures the nipple, while a second brief shot of the child's mouth closing around the nipple has been completely axed.
I just have two things to say about this (other than that's a jarring use of the word "axed.")
1. The Janet Jackson nipple exposure was in much better taste because it connected the viewer's sexual interest to actual adult sexuality, whereas the EU ad exploits the viewer's interest in sex by showing a breast in a context that isn't sexual at all.
2. Portraying the voter as a suckling infant and government as the mother's breast really says something about the European conception of government!