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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