NEW YORK (AdAge.com) -- Did Fox and ABC reject a Lane Bryant lingerie ad? Well, no, but that didn't stop Lane Bryant from declaring network bias against women with boobs and having model Ashley Graham take a media tour last week to talk about the issue.
Most "rejected" ad claims are tired stunts to generate news coverage. See: GoDaddy, which manages to get an ad "rejected" from the Super Bowl every year, not to mention gay dating site ManCrunch and PETA. But that doesn't mean the strategy doesn't work, and the ginned up "controversy" generated 2.3 million views of Lane Bryant's ad across the web last week.
The video was linked to literally hundreds of stories with headlines such as "Are Ashley Graham's Breasts Too Big for TV (video)," which helped the cause as well as a guest appearance on CBS's "Early Show."
Last time it was CBS fending off ManCrunch's claims during the last Super Bowl, but that doesn't mean the network wasn't on hand to milk the saga of Ms. Graham, who told bemused "Early Show" anchor Chris Wragge that "Victoria's Secret commercials air throughout the day, but when it comes to a Lane Bryant commercial, and we've got a little extra overflowing, everybody freaks out!"
Fox ultimately did run the ad in the last 10 minutes of "American Idol," the highest-rated show on TV, and pointed out that the network has run ads for Playtex for "full-figured" women but only after 9 p.m. ABC also accused Lane Bryant of blowing smoke, and said the ad was accepted for "Dancing With the Stars."
It's a tired rerun, but all in all, we'd have to say an effective media strategy, well-executed.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Lane Bryant||So Not What Mom Would Wear||Zimmerman Advertising||2,333,568||New|
|2||1||Old Spice||Odor Blocker||Wieden & Kennedy||1,778,521||-47%|
|3||3||Evian||Live Young||BETC Euro RSCG||1,064,251||-14%|
|4||4||Old Spice||The Man Your Man Could Smell Like||Wieden & Kennedy||619,176||-28%|
|6||Back on Chart||Vodafone||Make the Most of Now||Ogilvy & Mather||508,510||Back on Chart|
|7||5||Microsoft||Xbox Project Natal||World Famous||464,685||-14%|
|8||2||Nike||Earl and Tiger||Wieden & Kennedy||430,571||-81%|
|9||8||Sussex Safer Roads Partnership||Embrace Life||Director: Daniel Cox||393,260||-2%|
|10||10||DC Shoes||Gymkhana Two||Mad Media||377,429||+2%|
Source: Visible Measures
*The Visible Measures Top 10 Viral Video Ad Campaigns Chart focuses on brand-driven viral video ads that appear on online-video-sharing destinations. Each campaign is measured on a True Reach basis, which includes viewership of both brand-syndicated video clips and viewer-driven social video placements. The data are compiled using the Visible Measures Viral Reach Database, a constantly growing repository of analytic data on more than 100 million internet videos across more than 150 video-sharing destinations.
Note: This analysis does not include Visible Measures' paid-placement (i.e., overlays, pre-/mid-/post-roll) performance data or video views on private sites. This chart does not include movie trailers, video-game campaigns, TV show or media network promotions, or public service announcements. View-count results are incremental by week.
**Indicates percent change in views compared with the same period the week before.
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