Contorversial Lingerie Ad To Air On Fox, ABC Still A Question

by | April 22, 2010 at 9:42 PM | TV News

Lane Bryant's curvey lingerie ad caused controversy, but will air on Fox.  ABC's still undecided.  (Lane Bryant)

Lane Bryant's curvey lingerie ad caused controversy, but will air on Fox. ABC's still undecided. (Lane Bryant)


Phew, the big and bouncy controversy is almost over.

In case you weren’t following this story, Lane Bryant produced a new, sexy lingerie commercial featuring plus-sized models that Fox and ABC rejected. Although there’s still no word on whether it will air on ‘Dancing with the Stars,’ earlier today Fox agreed to air the “controversial” ad at the end of next week’s ‘American Idol‘ broadcast.

Both networks requested edits before they aired the commercial, at which point Lane Bryant accused the Fox and ABC of prejudice against large-sized women.

“It appears that ABC and Fox have made the decision to define beauty for you by denying our new, groundbreaking Cacique commercial from airing freely on their networks,” Lane Bryant wrote on their blog, Inside Curve.

“ABC refused to show the commercial during “Dancing with the Stars” without restricting our airtime to the final moments of the show. Fox demanded excessive re-edits and rebuffed it three times before relenting to air it during the final 10 minutes of “American Idol,” but only after we threatened to pull the ad buy.”

“We knew the ads were sexy, but they are not salacious,” continued the Lane Bryant post. “Our new commercials represent the sensuality of the curvy woman who has more to show the world than the typical waif-like lingerie model. What we didn’t know was that the networks, which regularly run Victoria’s Secret and Playtex advertising on the very shows from which we’re restricted, would object to a different view of beauty.

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The networks insisted that asking for edits was normal business procedures, including for Victoria’s Secret.

As for the ad itself, which Lane Byrant is showing on its website, it features a plus-sized model trying on different colored bra and panties before throwing a jacket over them and going out to meet a guy. “Mom always said beauty is skin deep,” she says. “And a smile is the best makeup… But somehow I don’t think this is what mom had in mind.”

In a statement, ABC said of Lane Bryant: “Their statements are not true. The ad was accepted. Lane Bryant was treated absolutely no differently than any advertiser for the same product. We were willing to accommodate them, but they chose to seek publicity instead.”

Fox said a Victoria’s Secret that aired on this week’s ‘Idol’ complied with edits “and was specifically produced to meet Fox’s standards for ‘American Idol.’ Lane Bryant, they maintained, did not. Some believe Lane Bryant is manufacturing a controversy for the sake of publicity. It could be.

Fewer than 10,000 people have seen the ad at the time of this report. What do they – the real people who’ve actually watched the ad – think?

“To be fair, you have a crotch shot at 7 seconds in,” said one woman. ” Its pretty effective though, to say that your video was banned.” Added another, “Good commercial. I am sure I will be seeing more of it on TV soon.” And said one more: “Very tasteful commercial. Look at some of the VS commercials – I agree w/ another poster – pretty much soft porn! This is an outrage that a network wouldn’t air this commercial. And note – these comments that I write…are coming from a married woman of 2 kids!”

And you? Have you seen this one? Can you think of other commercials that have crossed the line?


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