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Cacique Lingerie Ad bags AME Platinum Award
11 Feb '11
2 min read
The sexy Lane Bryant "red bra" commercial that set off a media firestorm and sparked a heated debate over size bias in America has been awarded this year's AME Platinum Award for advertising marketing and effectiveness. It also landed at the top spot on Brandweek.com's most read articles for 2010.
Created for Cacique, the brand's intimates division, the ad features plus size supermodel, Ashley Graham, confidently showing off her curves in red lingerie as she gets ready for a date. The spot, named, "Not What Mom Had in Mind," became an instant YouTube sensation and generated a groundswell of support after it was initially rejected by some networks for being too hot for television.
"Our red bra ad was never about creating controversy. It was about making the point that plus size women have every right to embrace their curves and feel beautiful and confident and help to shatter long held societal perceptions that size can't be sexy," said Jay Dunn, Vice President Marketing, Lane Bryant.
The Brandweek.com story about the ad's controversy and apparent media bias, "Exposure: Fox to Air Lane Bryant Spot," won the number one place on Brandweek's list of top 10 most highly trafficked stories of 2010. The publication attributes the interest to readers' deep connection with the issue of mainstream media's negative perception of plus size women.
Lane Bryant is the nation's leading women's specialty full figured apparel retailer, providing stylish, high-quality fashion in sizes 14-28. The Lane Bryant collection includes a wide selection of career to casual apparel as well as accessories, hosiery and Cacique intimate apparel.
Created for Cacique, the brand's intimates division, the ad features plus size supermodel, Ashley Graham, confidently showing off her curves in red lingerie as she gets ready for a date. The spot, named, "Not What Mom Had in Mind," became an instant YouTube sensation and generated a groundswell of support after it was initially rejected by some networks for being too hot for television.
"Our red bra ad was never about creating controversy. It was about making the point that plus size women have every right to embrace their curves and feel beautiful and confident and help to shatter long held societal perceptions that size can't be sexy," said Jay Dunn, Vice President Marketing, Lane Bryant.
The Brandweek.com story about the ad's controversy and apparent media bias, "Exposure: Fox to Air Lane Bryant Spot," won the number one place on Brandweek's list of top 10 most highly trafficked stories of 2010. The publication attributes the interest to readers' deep connection with the issue of mainstream media's negative perception of plus size women.
Lane Bryant is the nation's leading women's specialty full figured apparel retailer, providing stylish, high-quality fashion in sizes 14-28. The Lane Bryant collection includes a wide selection of career to casual apparel as well as accessories, hosiery and Cacique intimate apparel.
Lane Bryant Inc
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