Los Angeles: 

Banned: The ad shows Eva Mendes rolling on a dishevelled bed before caressing herself and showing her nipple for a split second

The campaign for new perfume Secret Obsession was deemed too racy for US TV because it shows a brief glimpse of a nipple.

The black and white advert shows Eva Mendes (34) rolling on a dishevelled bed before caressing herself and showing her chest for a split second.

"Between love and madness lies obsession," she whispers seductively during the footage. "Love...madness. It's my secret."

Although network bosses have pulled the advert, Calvin Klein is running the clip on its website under the headline "Eva Mendes banned advert."

"This development is not entirely a surprise for the US market," said Tom Murry, president and chief operating officer of Calvin Klein Inc.

"We believe the commercial is exceptional and hits the mark for Secret Obsession. We will reach our consumers in the US primarily through the web site, the print campaign and at point of sale."

Eva first exposed her body in the 2007 film We Own The Night. Since then, she has bared all for animal rights charity PeTA, in the 'I'd rather go naked than wear fur' campaign.