Lane Bryant: We Support You
Apr 22, 2010Would it piss you off if someone else decided to define what the universal standard of beauty should be? What about if it was a powerful TV network (or two TV networks) forcing that decision on you? It pissed the hell out of us, especially because it involves one of our partners, Lane Bryant.
Our first creative work for Lane Bryant was scheduled to debut this week. To make a long story short, both FOX and ABC refused to freely air Lane Bryant’s new Cacique lingerie commercial. According to a post on Lane Bryant’s “Insider Curve” blog:
“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.”
I’ve been in this business for a long time. I know better than anyone else that all networks have a set of standards to which they must adhere. I also know that in this particular case, that set of standards has been thrown out the window. This is a blatant example of content censorship and discrimination against curvy women. The very same networks that have denied us free reign to air our commercials are running Victoria’s Secret “The Naked” ads in the same time slot. Anyone who has seen the two spots would agree that the Lane Bryant spot in question is no more sexy or provocative than the Victoria’s Secret spot. The only difference is the size of the models.
We also created another spot for Lane Bryant featuring their spring fashions. The networks told us they had no problem running that spot in any time slot we wanted – the restrictions were only placed on the lingerie ad. So they’re essentially telling us that they have no problem with fully clothed curvy women. It’s the partially dressed ones they have an issue with…they’re the ones they want to censor.
We don’t believe beauty has a size. And neither does Lane Bryant. That’s why they brought in the former head of Cache to completely redesign the Lane Bryant line to have more of a focus on fashion. Lane Bryant believes that women of all sizes should be able to throw the world a curve and look their very best. We couldn’t agree more.
We share Lane Bryant’s outrage at this discrimination. And we are so proud of them for standing up for the work that we worked so hard to put together…for the work that we both put our hearts and souls into. We are proud to support them in any way we can. And as the father of two young girls, I am particularly proud to be associated with this campaign and for everything it stands for. No one should be allowed to define our standard of beauty for us. Together, with Lane Bryant, we are going to make sure that doesn’t happen.
LINKS:
Adweek – Lane Bryant Says Fox, ABC Censored Spot
Adweek – Lane Bryant Nets Fox Exposure
Jordan,
Look, the reality is that you are just pissed that they rejected it so you are going to complain about it to try to generate some controversy over what is nothing more than you not getting your way. The reality is that the spot is just wrong. it clearly suggests that plus-sized girls can be as promiscuous as “anyone else”. The problem is that no one wants to really see that kind of promiscuousness, period. While it exists in our culture, its not the kind of advertising that paints a picture of who the target audience really wants to be. There’s no honor in going out for lunch to meet a guy in an overcoat and underwear. Its demeaning to women of all sizes. I know what u were shooting for here, but it just didnt’ work. Next time run the creative by me before you produce it. – Your friend, Greg Miller.
Greg:
You just don’t get it, do you? The average woman in America is a size 14. 14!!!!! So when you say that this commercial doesn’t depict “a picture of who the target audience really wants to be,” you are completely wrong. You just insulted the majority of women in America with your comment!! Do curvy women have less of a right to feel beautiful and look their best than anybody else out there? Absolutely not. And if you think otherwise, you’re the one with the real issue!!!!
Wow, I would like to take the time to say Glen Miller your a pompous ASS! Who are YOU to decide what everyone else wants to see? YOU are only ONE man, “The reality” is that “plus size” girls CAN AND WILL be as provocative and promiscuous as “anyone else” while looking DAMN good. Just because you don’t like the way they look, doesn’t mean everyone else hates it as well. Just like the Victoria Secret ad, not everyone wants to see skin and bones, with no shape, but that doesn’t matter cause those ads are aired anyways. It’s America, we are free to do whatever we like. And personally, I LOVE this ad! It shows woman they have no need to worry about their weight and how they look, because there are woman (such as these BEAUTIFUL woman in the ad) that are JUST like them with all the confidence in the world! The Reality is that it is CONFIDENCE that makes a girl Feel and look sexy, not some arrogant ass who THINKS he knows what people want to see, while shitting on the “plus size” girls who would like to be happy, and excited that there is FINALLY a commercial ad for them. Lane Bryant here I come!!
I can’t imagine what anyone doesn’t love about this spot. It’s a beautiful message and there’s nothing inappropriate about it at all. The only message it sends is that every woman, can and should feel sexy… and Lane Bryant can help. And about the “no honor in going out for lunch to meet a guy in an overcoat and underwear” comment above… that’s just ridiculous. And who says “Dan” isn’t her husband? (in which case, it’s not only completely honorable, but every man’s dream to have a wife that’s not just his wife, but his girlfriend too). Not only is this message NOT demeaning, it’s empowering to every woman. Go JZ !
It’s simple: the network Jiggle-O-Meter of the Victoria’s Secret spot measured a mere 3.7 while this one pegged well into the red at 9.3 – and in slo-mo at that!
Its hilarious to me how two such well established businesses are unable to see the importance of moving past such ill placed standards. Are they not able to see the gain for themselves as well? Not only should they be concerned with taking the limit off the word “beautiful,” but they have an opportunity in front of them to appeal to larger audience. FOX and ABC seem to really be on the ball.
This is a GREAT ad, especially aiming towards most of the American women population. This model is beautiful and the confidence this spot exudes is awesome. I can’ believe Greg’s comment above, promiscuity? Such as every single beer and lingerie commercial, even Abercrombie screams promiscuity, is he so ignorant? Regardless, another great spot this reminds me of is the Dove commercial which also showed women of all sizes, and this spot should be aired just as that was, without any second thoughts. ABC and Fox are ignorant.
FOX and ABC are afraid of the reaction of a small portion of their audiences when they should be supporting free speech and self expression. All women are beautiful and none should be discriminated against. It seems odd that on Dancing with the Stars, where you can see partially clad men and women grinding and gyrating to music at 8 PM, would have a problem with a lingerie ad featuring a beautiful woman by herself. Perhaps they are afraid of powerful women!
Greg:
6 years traditional experience?… That explains your comment. Your traditional thinking is exactly what advertisement doesn’t need. Our advancement not only in technology, but in new effective ways to connect with a mass market has come a long way… First, know your client… second, accentuate their possibilities through unorthodox thinking… NOT traditional thinking… Lane Bryant caters to plus sized women, what should have they done… put skinny, boney models in their advertisement? .. .Of course not Mr. Greg… Should they have kept it traditional?… now, where’s the creative in that Mr. Greg.
“The reality is that the spot is just wrong. it clearly suggests that plus-sized girls can be as promiscuous as “anyone else”.” …
You’re kidding right?
Mr. Greg… I guess I have to understand your way of thinking, I mean, your the cool Creative Director with all the answers, I’m sure your clients are happy with your work, but is it really in-correct to suggest that a plus sized woman can be as promiscuous as “everyone else”, you seem to have a disconnect with what “everyone” wants to see on TV. Maybe it’s a good thing Lane Bryant isn’t one of your clients.
The reality is that the spot was tastefully done… The girl is beautiful, And I think it’ll spark a new wave of ads. Step outside the box Mr. Greg, you seem to be stuck in your traditional ways and your work shows it.
A market that was un-tapped because advertisers didn’t have the balls to enter it… Good for you Zimmerman. Leaders always stand at the forefront of change.
Maybe if we were back in 1950 when women wore poodle skirts and a guys idea of a date was sharing a shake, this ad would be a problem. This is 2010 people! We live in completely different world. A family is no longer a mother/father and 2.5 children and a women is sexy whether she’s thin or curvy. Everyone has different tastes. Some people will love this commercial, some people will hate it, but that’s what makes the world go round. Bottom line is this is a tasteful spot. If you have the internet, you have access to much more inappropriate outlets and FOX/ABC are not promoting women to wear lace bras, they are doing there job, which is to air a commercial. Thin/Fat/Small/Tall – people will always find a reason to discriminate, but in this particular circumstance – it’s public knowledge that they are jerks!
Great work for Lane Bryant, kudos to the creative team. Tastefully done, showing a woman who’s comfortable with herself and how the lingerie make her feel. Not surprised ABC had a problem airing it, remember they’re the fine folks who brought us EXTREME MAKEOVER.
@ Greg Miller – are you serious or was all that just a sarcastic commentary? If not sarcastic, watch the spot again, before your three martini lunch. This is more tasteful than any of the Victoria Secret spots selling the allure of sex – it has no special costumes, lighting, provocative posing, etc. As for the ad suggesting “plus-sized girls can be as promiscuous as ‘anyone else’. ” Well yes, yes they can…but that’s not what this ad implies. Her blackberry calendar reminder says “Meet Dan for Lunch”, what’s promiscuous about that? Maybe Dan’s her husband, boyfriend, or fiancee. You should know the meaning of a word before you use it, especially if it’s demeaning. Ugh – “There’s no honor in going out for lunch to meet a guy in an overcoat and underwear.” That sentence is wrong on so many levels, please employ a copywriter next time. Also, how were you ever a Creative Director? “…its not the kind of advertising that paints a picture of who the target audience really wants to be.” Are you familiar with the target audience/customer of Lane Bryant? Alas we see the real reason for your post – you want Jordan to send you some work. Better luck next time.
Jordan – thanks for sharing.
Even women who eat well and workout still struggle with their size and body image. I applaud lane Bryant for encouraging the average american WOMAN to get out their and be sexy. From my own experience if a man loves you truly he will have no idea what size you as long as you are confident. That’s what a real man fonds sexy about a real woman. And I don’t understand dwts’ decision, considering their target and majority audience is WOMEN…the ones who will “get” the ad.
Greg, the people who might purchase this product–the people you want to motivate to buy –are average -sized women and their significant others. Therefore, you must create an ad that really taps in to their unique consumer frequencies. In other words, what is going to really get their attention? Is the next ad on TV tailored to them, or should they flip the channel and tune-out?
So how is this ad reaching out to LB’s target audience? How does it get their attention? While the commercial is slightly risqué, it’s important to note that the model is sexy in a non-intimidating way. Whereas a VS ad is simply eye candy, this ad is eye candy that is positive and obtainable. Rather than rolling her eyes at some one-in-a-million supermodel, the female viewer watches this ad and is able to connect with the model and the situation. She sees herself throwing on that outfit and imagines that exact scenario. She feels like it would be a fun thing to do–maybe as soon as this weekend. She is motivated to buy based on positive emotions, not insecurities.
Based on ads for VS and LB, where do you think a woman like the one in this commercial would feel more comfortable shopping? This ad is sexually intriguing, but in a positive, healthy way. Victoria’s Secret might be #1 in sexy underwear, but who is #1 in making real women feel sexy? Where does one shop if she appreciates being sexy, but also appreciates individuality and a positive body image? This is the type of thinking which drives sales and builds brand loyalty. Great spot, JZ, hope you can talk some sense into ABC and FOX.
The only thing that is provocative about the ad to me is that the woman is going out of the house in her overcoat and “intimates” to meet a man for lunch. For the audience of American Idol this might be a little too risque, regardless of the woman’s size. Dancing with the Stars fans may be of a more appropriate age to handle the concept. I happen to find “plus sized” (or as you astutely pointed out “average sized”) women far more attractive than the Victoria’s Secret Models; who all look to me as though they may need a sandwich or a nice bowl of mom’s spaghetti. I would not however want my teen aged daughter (again regardless of her size) to accept the notion that this type of behavior is acceptable. I would hope as a father yourself you might at least concede that the plot line is in fact a bit over the top, regardless of the size of the actress. A woman leaving the house half-dressed would be an even more offensive plot conclusion for a Victoria’s Secret ad as it would combine promotion of an unhealthy self image with what I consider at least questionable behavior.
This is a fanastic ad and a horror at the thought of people not seeing “plus-size” girls as beautful. Dancing with the Stars should be sad they didn’t run this. This season alone they had one of the most famous female comedian of Nicey Nash who is a gorgous big girl. They should be supporting her and all her fans by showing a sexy woman of curves. Just look at Crystal Renn she is beautiful at both of her sizes and is a great example of where the fashion industry should be going. http://www.stylelist.com/2010/04/16/plus-size-model-crystal-renn-talks-fashion-line-explains-plus-s/