FOX and ABC Refuse to Show Plus-Size Lingerie Ad
Watch TV for more than just a couple hours and you’re bound to see a lingerie commercial. It’s not surprising to see thin super models gyrating around in their skivvies, and the networks have never seemed to have a problem showing the ads or showing lingerie-clad actors in their shows (Desperate Housewives, anyone?). But recently two US networks, FOX and ABC, have refused to run a steamy Lane Bryant ad for Cacique lingerie. The commercial in question:
The Lane Bryant blog claims that ABC refused to give the commercial airtime during Dancing with the Stars, while 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.”
Lane Bryant goes on to say:
“We knew the ads were sexy, but they are not salacious. 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. If Victoria’s Secret and Playtex can run ads at any time during the 9pm to 10pm hour, why is Lane Bryant restricted only to the final 10 minutes?
While it’s no secret that Victoria’s Secret “The Nakeds” ads are prancing around on major networks leaving little to the imagination, steaming up t.v. screens and baring nearly everything but their souls, our sultry siren who shows sophisticated sass is somehow deemed inappropriate. The network exclaimed, she has “too much cleavage” Gasp!
Does that make sense to you? It doesn’t to us either.
Does this smack of a double standard? Yep. It does to us, too.”
What do you think of the ad? Would you like to see it on TV?
April 23, 2010 by Kelly
Filed under Ashley Graham, Cacique, Commercials, Lane Bryant, Video
They have no problem showing overly sexy borderline soft core porn from Victoria’s Secret, but are complaining that this plus sized model has “too much cleavage”? The commercial itself is tame in comparison to other lingerie commercials and the model is sexy yet sophisticated.
I would really like to see this commercial aired because it represents a huge percentage of the population and plus sized girls need to feel sexy too!
I’m appalled. And this coming from a size 8(UK) lingerie model! We should all be… Absolutely appalled, and i think a boycott is in order…
It’s a ridiculous double standard. The woman is absolutely beautiful and the ad is not even close to “to sexy for TV”.
I’ve seen more cleavage in Las Vegas which is on in the afternoon
I think there is nothing wrong with it. They do it for slender ladys.
Upon watching the video I do not see what the networks are so worked up about. There is nothing being shown on the adds that you can not see in some of the shows that they run during Prime Time television.
There is much money being made promoting feelings of insecurity and presenting impossible (and unhealthy) beauty standards to female consumers. I think that ABC and Fox made a decision that has less to do with what is “sexy” and much much more to do with what keeps consumers in a state of defensiveness about themselves.
It is a beautifully produced commercial. The model looks like more of the women I know than the typical VS model. It is cheeky and fun and memorable — all of the things a good marketer would want to present.
But I suppose it does not make the average female television viewer feel insecure enough for the liking of the rest of the networks advertisers. Shame on the networks, and shame on us all for buying into the game.
Thanks for publicizing this. You are contributing to change.
I am shocked that ABC and FOX would do a double standard. Women of all shapes and sizes wear lingerie, so what is wrong with advertising for the curvier woman – that seems only fair. As a future online lingerie retailer, we plan to carry lingerie for women of all shapes and sizes! Do not give up Lane Bryant!
I’m a Lingerie Designer for one of the Brands mention Above… And I find that commerical to be VERY intellegent! They’re showing the side of a plus sized woman that isnt afraid of her curves and is confident enough to show them off. We all know this woman and know she lives in Modern America. I dont know a single woman with Miranda or Alessandra’s VS Body.
Lane Bryan, GREAT JOB!
FOX and ABC you should be ashamed!
Well, that’s just it. This ad is sexy and the VS ads definitely are not. Maybe Lane Bryant should have hired Michael Bay to direct and have some explosions in order to get the networks on board.
She looks so beautiful – and the ad is so classy. I don’t really get it… Bring these ads to Europe!
I totally agree with some previous comments…
The Victoria Secret adds are way more sexually explicit – it’s almost like an adult-program preview. And there are a lot of unnecessary nudity in tv shows and films…
Compared to nowadays’ standards this commercial is VERY conservative.
OMG! the networks said that this ad shows too much clevage? i just went itn and comapred it to the “nakeds” add from VS and theres a shot where one of the models is this far away from a nipple shot and yet they claim this women showed too much.
The way i see it is that this girl has bigger boobs so its obvious that she is going to be showing more cleavage than the VS models in the same cut of bra, because of the simple fact that she has more to show off!
I applaud her for having the courage to film this ad and the self confidence to look as incredible as she does and I applaud Lane Bryant for coming up and going through with this controversial ad.
I think ABC and FOX should apologize to Lane Bryant and all the women that their commercial represents for their ignorant double-standard. Victoria Secret regularly airs models with barely there lingerie and there are several commercials aired with sexual innuendos.
Lane Bryant and the model should be proud that clearly the “plus size” model was so beautiful and alluring that some exec got hot and bothered and couldn’t take it.
I’m all for the plus size girl – she’s a famous, fantastic “regular” size chick like the rest of us. She’s probably only a size 10 but as we all know, the camera adds a couple of pounds. And at the risk of sounding gay (not that there’s anything wrong with that), nice rack, babe!
Does anyone remember the Bali commercial from a couple of years ago…think it was about nipple concealers or something…this ad reminds me of it. Anyone else?
Congrats to Lane Bryant and their absolutely gorgeous model for a simply stunning ad…and some very sexy lingerie! I’m appalled that ABC and FOX would consider this too risque and refuse this ad, especially since the model in it represents more of the audience demographic than the twig-thin models usually seen in lingerie ads… you hear me, VS??
The funniest part about all of this is the story hit this morning’s (Sunday) political discussion shows. It seems that since the story was made public,it has been talked about on almost every TV talk show.
The truth is, they have received more free publicity than if they had run the commercial, which is justice in itself. The networks should have just taken the money and shut up.
Plus, the commercial was completly tasteful so I can’t see the scandal myself.
Yeah, she has “too much cleavage” because she’s /shaped like a real person/ instead of a stick, guys. Gee whiz!
WOW. How ironic that while I was watching the ad I saw a feature about Heidi Montag and her “new” breasts on Inside Edition. That showed WAY more than this beautiful girl in the commercial.
Also I have to add that a LONG time ago I was in a La Vie En Rose fashion show (Canada’s version of VS) and no one had a problem seeing a 15 year old prance down the runway in something that showed (again) a lot less than this model. Years later I was ejected from the Eaton Center Mall in Toronto for breastfeeding my infant son. Hmmmm…a little backwards, isn’t it?
Ironic that they wouldn’t show it on dancing with the stars. Has anyone seen the costumes Edyta Sliwinska wears? Then again she’s a size 2 maybe? Dumb!