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Cacique Ad: Too Full-Figured For TV?

Lane Bryant: An image from the Cacique Ad.
Lane Bryant: An image from the Cacique Ad.

(Filed Under wholesale Plus Size News). Lane Bryant is accusing Fox and ABC of discriminating against their Cacique commercial because it features a plus-sized model clad in lingerie. According to a Lane Bryant blog post from April 21, 2010, the networks stopped the commercial from airing freely. The post features the headline “The Lingerie Commercial Fox and ABC Didn’t Want Its Viewers To See.”

"ABC refused to show the commercial during ‘Dancing with the Stars’ without restricting our airtime to the final moments of the show,” the blog reads. “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."

The blog continues: “We knew the ads were sexy, but they were not salacious. Our new commercials represent the sensuality of the curvy woman who has more to show the world than the typical waif-like 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?”

Lane Bryant added that the networks claimed the curvy woman in the commercial had too much cleavage.

However, ABC is telling a different story. “Their statements are not true,” a spokesperson for the network, said. “The ad was accepted to run in ‘Dancing with the Stars’ and Lane Bryant was treated absolutely no differently than any other advertiser for the same product. We were willing to accommodate them, but they chose to seek publicity instead.”

FOX Broadcasting Company also denied any discrimination against Lane Bryant’s full-figured commercial. According to Fox Broadcasting, Lane Bryant submitted an advertisement for the 8pm slot of “American Idol.” Due to the early hour, Fox asked Lane Bryant to make changes on the advertisement, which Lane Bryant refused to make. The network then agreed to run the original advertisement during the 9pm slot of “American Idol” this April 28.

FOX Broadcasting Company added that Victoria’s Secret and Playtex advertisements have to date only run during the 9pm hour of “American Idol.” According to the company, they have requested that Victoria’s Secret edit some of their ads for the 9pm slot, and Victoria’s Secret has complied.

Charming Shoppes, Inc., a multi-brand apparel retailer specializing in women’s plus-size fashion, owns Lane Bryant.

View the Commercial Here

more wholesale Plus Size News >>

Published 04-23-2010 by Amanda Torres Price

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