Lane Bryant, of all brands, is making some feel prudish.
NBC and ABC have forbidden Lane Bryant’s new body-positive commercial from airing because it’s too risqué. The spot, titled “This Body,” centers around women talk about the parts of their body that makes them proud.
Sports Illustrated cover model Ashley Graham stars in it, saying that her body was “made for being bold, powerful, and sexy.” Another model is shown breast feeding.
NBC said that the ad wasn’t rejected but that it needs to be re-edited to “comply with broadcast indecency guidelines.” ABC hasn’t yet released a statement.
Regardless, the so-called “banned” ad is getting lots of promotion on Facebook. Lane Bryant posted the ad to its page yesterday and has already generated 800,000 views and 20,000 shares in less than 24 hours.
The networks didn’t want you to see this. But we do. Share. Tag. Show everyone what #ThisBody’s made for.
Posted by Lane Bryant on Thursday, March 10, 2016
Many of the 600 comments are supportive of Lane Bryant, with one woman writing: “Shame on you Lane Bryant that you should show beauty in all its shapes, sizes, and the “normal” things women do with their bodies (she says sarcastically).”
For Lane Bryant, the controversy is part of its marketing that’s centered on plus-sized models, sometimes in lingerie. “The plus-size woman is not a dowdy, insecure person,” Lane Bryant’s CMO Brian Beitler recently told Digiday. “She’s loud and proud. These women feel beautiful. They’re confident, and they want their fashion to convey that.”
More in Marketing
Digiday+ Research: Marketers optimize GEO strategies amid the effects of zero-click search
While AI-generated search results are still relatively new compared to traditional search results, marketers are deeply feeling the effects.
‘Google doesn’t care that it’s terrible’: Brand, agency execs air frustrations with The Trade Desk, Google’s Performance Max, Meta’s Advantage+
Think transparency is hard to come by in programmatic advertising? Well, get a bunch of brand and agency executives in a room, and they’ll get super transparent about how opaque the digital ad market has become.
Future of Marketing Briefing: Memes used to be a joke. Now they’re a strategy
This Future of Marketing Briefing covers the latest in marketing for Digiday+ members and is distributed over email every Friday at 10 a.m. ET. More from the series → Last month, a U.S. Special Forces soldier was indicted for insider trading — not on stocks, but on a prediction market. He had detailed knowledge of […]