Cups Runneth Over for Lane Bryant Video

The 'Rejected' Spot Takes Over on the Viral Chart

By Published on .

NEW YORK ( -- 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 Lane Bryant: So Not What Mom Would Wear
2 1 Old Spice Odor Blocker Wieden & Kennedy 1,778,521 -47% Old Spice: Odor Blocker
3 3 Evian Live Young BETC Euro RSCG 1,064,251 -14% Evian: Live Young
4 4 Old Spice The Man Your Man Could Smell Like Wieden & Kennedy 619,176 -28% Old Spice: The Man Your Man Could Smell Like
5 6 Pepsi Oh Africa N/A 557,987 +7% Pepsi: Oh Africa
6 Back on Chart Vodafone Make the Most of Now Ogilvy & Mather 508,510 Back on Chart Vodafone: Make the Most of Now
7 5 Microsoft Xbox Project Natal World Famous 464,685 -14% Microsoft: Xbox Project Natal
8 2 Nike Earl and Tiger Wieden & Kennedy 430,571 -81% Nike: Earl and Tiger
9 8 Sussex Safer Roads Partnership Embrace Life Director: Daniel Cox 393,260 -2% Sussex Safer Roads Partnership: Embrace Life
10 10 DC Shoes Gymkhana Two Mad Media 377,429 +2% DC Shoes: Ken Block's Gymkhana Two Project
Most Popular
In this article: