Lane Bryant’s paean to the plus-sized was apparently too much for broadcast TV, the brand’s CMO, Brian Beitler told a SXSW panel on Sunday according to Adweek.

“We need to do a better job of representing the body,” Brian Beitler, CMO of Lane Bryant, said during a South by Southwest panel on Sunday. “Our bodies are about what we do and it’s not about how we look. ... We don’t believe that [body positivity] is just a women’s issue, it’s a human issue.”

The ad, #ThisBody, features Ashley Graham, Precious Lee, Tara Lynn, Denise Bidot and Georgia Pratt doing such things as kick-boxing, breast-feeding and doing yoga while voiceover declares such statements as “this body is made for turning heads, it’s made for proving them wrong.” According to People, NBC said the ad didn’t quite pass its broadcast decency standards test, although it would “welcome the updated creative,” while ABC didn’t comment. Lane Bryant, meanwhile, is playing the ad across social media, which is garnering the brand quite a bit of attention.

Read more: Adweek

CREDITS

Client: Lane Bryant

Chief Executive Officer: Linda Heasley

Chief Marketing Officer: Brian Beitler

Assistant Vice President, Marketing: Kathy Quickert

Senior Marketing Manager: Heather McGarry

Digital Director: Richard Ledger

Senior Copy Manager: Chris Frey

Associate Creative Director: Nick Coakley

Vice President, Creative: Mindy Torrey

Vice President, Strategy: Vicki Shamion

Agency: Laird + Partners

Executive Creative Director, Partner: Hans Dorsinville

Senior Art Director: Georgina Rex

Editorial Director: Ranjani Gopalarathinam

Account Supervisor: Lauren Levine

Head of Digital Strategy: Mike Karam

Senior Producer: Alexandra Lunn

Production Associate: Caitlin Phelps

Senior Vice President, Global Print Production: Patrick Kinsella,

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