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#ThisBody is amazing, so why won’t you see it on TV?
Plus size retailer Lane Bryant has created yet another body positive campaign but a rep for the company says its commercials have been deemed too provocative by some major network stations in the US, including NBC and ABC.
The commercial, featuring curvy models Tara Lynn, Georgia Pratt, Denise Bidot, Precious Lee and Sports Illustrated cover girl Ashley Graham in underwear - and little else, are a celebration of the female form and the models tell us what “this body” can do.
Graham, who is seen kickboxing, tells the camera her body was “made for being bold, powerful, and sexy.”
Pratt cheekily says her body was made “for getting it on” and Elle-cover girl and supermodel Tara Lynn has a touching moment breastfeeding her infant son Finlay and says her body “was made for love.”
The networks didn’t want you to see this. But we do. Share. Tag. Show everyone what #ThisBody's made for. (Link to video in bio.) A photo posted by Lane Bryant (@lanebryant) on Mar 10, 2016 at 2:15pm PST
The networks didn’t want you to see this. But we do. Share. Tag. Show everyone what #ThisBody's made for. (Link to video in bio.)
A photo posted by Lane Bryant (@lanebryant) on Mar 10, 2016 at 2:15pm PST
Lane Bryant seems committed to keeping the body positive discussion going – calling the ad part of fashion’s “revolution”.
“We want our target customer, the industry, and the world in general to conclude that it’s obvious, it’s self-evident, that all women are beautiful and should be seen and celebrated,” Linda Heasley, Lane Bryant‘s CEO and president, told Refinery29.
“This Body campaign cites the conversation as overdue, unavoidable, and a rapidly progressing cultural revolution, and allows Lane Bryant to continue to be [a] platform for shifting perception.”
But it seems not everyone is on board with helping the brand spread their positive message as is.
Because #ThisBody is made for breaking boundaries. #IWD2016 #InternationalWomensDay pic.twitter.com/wy2ZI0Dk8n— Lane Bryant (@lanebryant) March 8, 2016
Because #ThisBody is made for breaking boundaries. #IWD2016 #InternationalWomensDay pic.twitter.com/wy2ZI0Dk8n
NBC denies outright rejecting the ad but did concede to asking for changes.
A statement from NBC to PEOPLE read: "As part of the normal advertising standards process, we reviewed a rough cut of the ad and asked for minor edits to comply with broadcast indecency guidelines. The ad was not rejected and we welcome the updated creative.”
PEOPLE also reportedly asked ABC for comment but the company had not responded at the time of going to publish.
According to the US Federal Communications Commission broadcast indecency is defined as "language or material that, in context, depicts or describes, in terms patently offensive as measured by contemporary community standards for the broadcast medium, sexual or excretory organs or activities.”
So what do the FFC's rules mean for this commercial? There was no swearing, no sex, no vaginas, there are breasts (but NO NIPPLES - since it matters) and, “excretory organs”? That’s skin. So is there too much skin?
Without seeing the actual requests for NBC’s changes we mightn’t ever know but what we do think is that it’s a beautiful commercial. Honest and powerful. And we wonder why was this commercial was deemed too much for TV when so many other far racier campaigns featuring thinner models are blasted on screens seemingly without a second thought. Interesting, no?
A Lane Bryant representative told PEOPLE, "What is too much for some does not hold true for others.”
“We want her [the customer] to know she can attract as much media attention, look just as striking as any woman, and decide what beautiful means to her."