US TV Rejects Ad With Plus-Size Models, Continues To Air Miss Universe Swimsuit Comp

US TV Rejects Ad With Plus-Size Models, Continues To Air Miss Universe Swimsuit Comp
SHARE
THIS



TV networks have rejected a new ad from US clothing line Lane Bryant, which features plus-size models showcasing the label’s latest underwear.

Models Ashley Graham, Tara Lynn, Denise Bidot and Georgia Pratt are seen dancing about in their knickers in a campaign that continues Lane Bryant’s body positive #ThisBody message, but TV networks have complained about the ad’s “indecency”.

[fb_embed_post href=”https://www.facebook.com/LaneBryant/videos/10154186198257018//” width=”550″/]

According to Lane Bryant, major US networks NBC and ABC request that edits be made to the clip, edits which have not been made public. When the label declined, the ad was rejected with the claim it didn’t meet “decency standards”.

As other online outlets have clearly pointed out, these are the very networks who frequently air the swimsuit segments of Miss Universe and Miss America, not to mention Victoria’s Secret ads with scantily-clad models getting about in teeny lingerie.

Following the bizarre decision, Lane Bryant posted the clip on their Facebook page on Friday, saying, “The networks didn’t want you to see this. But we do. Show everyone what #ThisBody’s made for.”

Since then, it’s been viewed over two million times and received over 42,000 shares.

Chief marketing officer Brian Beitler told AdAge, “’This Body’ plays the role of getting to the type of dialogue we want to have as a brand. Our bodies don’t constrain what we can do and anybody can have an impact on their world.”

“We created this commercial with an intent to air and felt there was nothing objectionable in it. Our plan is to keep the edit “as is,” we believe it’s a beautiful and appropriate expression of women’s bodies. We do plan to air this through our own media channels as well as through digital channels.

“We’ll continue to lead and push the dialogue and hopefully receive some credit from both the consumer base and media base for being willing and able to do that, as a brand in business for special sizes for over 100 years.”

 

Please login with linkedin to comment

Latest News

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine