Craig Revel Horwood, Strictly Come Dancing’s choreographer is reported to be in dispute with BBC bosses over his use of the catchphrase “fabulous” in bed ads.
Craig is 56 and stars in an advertisement for Dreams, in which Craig uses his famed line. But, Craig may have broken some guidelines.
BBC disallows celebrities from copying their roles on channel. Craig is one example of this conflict. Craig often uses his catchphrase “fabulous”, while criticizing Strictly dancers.
Under fire: Strictly Come Dancing’s Craig Revel Horwood is reportedly in a row with BBC bosses for using his ‘fab-u-lous’ catchphrase in a bed advert
In one Instagram post by the company, a blurred image of Craig lying next to a log is captioned: ‘Log’s made a new fab-u-lous friend. Is it you?
However, BBC editorial guidelines state that any promotional work undertaken by stars should not ‘mimic or replicate their on-air roles’ for the corporation, with the rules stating this ‘includes any iconic Strictly phrases being used for commercial associations.’
The breach was quickly reported by The Mirror to BBC.
A BBC staff member, unrelated to the dance show, told the publication: ‘It appears on the face of it to be clearly mimicking his on-air Strictly role, in that he is offering advice as to how specific dances should be performed… just as he would be to any contestant appearing on the show.’
Uh oh: The judge, 56, stars in an advertising campaign for the bed company Dreams in which he uses his famous line, however, it’s said that Craig has breached strict guidelines by doing so
Craig also has a big role in Dreams Sleep Like a Log, where he is a choreographer who demonstrates different sleeping postures inspired by dances.
One TV host said: “The tango sleeping posture is about creating distance between your body and remaining in the spooning pose.”
While another sees him advise: ‘Like the Charleston, this position is about keeping your body more streamlined, so you don’t spread out like a starfish and take up most of the bed.’
Although the use of the term “fabulous” was not allowed, it is important to note that the remainder of the campaign, as well as the use of different dance positions, aren’t exclusive to Strictly Come Dancing.
Rules: The BBC discourages its stars from replicating their roles on the channel for personal commercial gain, with Craig’s role in the Dreams adverts seen as a conflict of interest
Drama: In one Instagram post by the company, a blurred image of Craig lying next to a log is captioned: ‘Log’s made a new fab-u-lous friend. It is a mystery who this person is.
A BBC source told The Mirror: ‘Craig is a professional dancer and choreographer and has been, long before his involvement in Strictly.
‘He was asked to create these sleep positions for the campaign due to his profession and expertise as a choreographer and dance creator, a role he doesn’t have on Strictly.
“The dances that have been identified are common and not specific to Strictly.”
MailOnline reached out to representatives from Craig and Strictly in order for them to comment.
Craig isn’t the only BBC celebrity to be criticized for violating corporation’s rules.
Strict: However, BBC editorial guidelines state that any promotional work undertaken by stars should not ‘mimic or replicate their on-air roles’ for the corporation
Allowed: However, while the word ‘fab-u-lous’ breached guidelines, the rest of the campaign and use of dance positions are not exclusive to Strictly Come Dancing
Nick Knowles upset bosses and risked his job on DIY: SOS in May this year after appearing as a jobbing builder in an advert for Shreddies cereal.
Advertisement claims to violate broadcaster’s advertising guidelines, which prohibit TV talents from selling off their screen personas.
Nick received a message from corporate bosses stating that either he had to remove the advertisement or quit the show which helped launch his career.
Nick was unable to remove his advertisement, which was being air at the time and had been paid for. He had to stop watching his BBC programme while it was running.
According to the broadcaster, promotions that involve on-screen talent cannot ‘imitate or suggest a connection or reference to BBC content or pass off’.
Nick Knowles, another rulebreaker, upset his bosses. He lost his job at DIY: SOS in may this year.