Above is a commercial made by Lane Bryant to air during the show “Dancing With the Stars” also known domestically as “Desperate Trainwrecks.” FOX and ABC refused to show the commercial during “Dancing with the Stars” without restricting the commercial’s airtime to the final moments of the show. FOX demanded an unusually high amount of re-edits, and turned it down it three times before relenting to air it during the final 10 minutes of “American Idol” — only after an exasperated Lane Bryant threatened to pull the ad buy.
Lane Bryant is not an edgy or exciting company, nor are they known for racy or particularly daring ad campaigns, such as Axe. As they wisely asked on their blog, “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?”
They bullied and put Lane Bryant though the editing wringer about the commercial citing “too much cleavage.” As you can plainly see in the commercial, it’s more tasteful than a Victoria’s Secret ad.
The only difference is that the commercial depicts a plus-sized model. And not a very big one at that.
So basically, FOX and ABC are telling us that fat women are obscene, inappropriate, and not family friendly.
The only boobs this issue is actually about are the ones calling the shots at these networks.
(via Thomas Roche)
Update: FOX and ABC have responded, blaming Lane Bryant for not making edits fast enough — still without explaining the nature of the requested edits (beyond “too much cleavage”), nor without explaining why they didn’t air it on Dancing With the Trainwrecks. They say they’ve shown big boned babes in Playtex commercials before, though we have to wonder if they dressed sexy like Victoria’s Secret models… or not. I’m thinking it was this ad, and NOT this ad. ABC is calling LB big fat liars and that they would have aired the edited ad if they hadn’t gone and told everyone about it, still not addressing what the original problem was. Personally, I think they’re missing the point. It’s not that they ‘won’t show big girls’ — it’s that the networks find big girls portrayed in a light of sexual desire as inappropriate. Anyway:
(…) Fox sources countered, however, that it frequently asks marketers to re-edit spots just as it did with Bryant as well as with Victoria’s Secret ads that have aired. The sources said LB’s refusal to comply with requested changes caused the delay that prevented it from airing this week. “Following Lane Bryant’s refusal to make requested edits, Fox agreed to air the unedited ad during the last 10 minutes” of next Wednesday’s Idol program at 9 p.m., a source said.
The Fox sources said the VS ad that aired this week on Idol complied with requested edits “and was specifically produced to meet Fox’s standards for American Idol.”
Fox sources also pointed to the fact that they have aired Playtex underwear ads for “full-figured women” on American Idol to counter LB’s accusation that the network has a bias against plus-sized females. The sources also stressed that the VS ads air only on the 9 p.m. Idol programs, not at 8 p.m.
In a statement, ABC said of LB: “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.”
There is no immediate word on when the ad will air on ABC. (…more, brandweek.com)