April 23, 2010 / 1:04 AM / 8 years ago

Fox to air delayed lingerie ad with busty models

NEW YORK (Adweek) - Lane Bryant’s controversial new lingerie ad, featuring busty, plus-sized models, will finally air on Fox next Wednesday, during the closing minutes of the 9 p.m. edition of “American Idol.”

The women’s clothing manufacturer had claimed both Fox and ABC objected to the commercial’s content.

Though the commercial will now air on “Idol,” both client and media still seem peeved. Lane Bryant has accused the networks of bias against large-size women and their cleavages — and the networks have denied such claims, accusing Lane Bryant of trying to milk a non-story for publicity purposes.

Lane Bryant took its battle to the blogosphere Tuesday with a rather testy entry on its Inside Curve venue, lambasting Fox and ABC for resisting efforts to place the ad in shows including “Dancing With the Stars” and “Idol.”

It complained that it was being treated differently from Victoria’s Secret, which has aired spots on both networks. The company said it was “disappointed” that Fox rejected the ad three times.

Fox sources countered, however, that the network frequently asks marketers to re-edit spots just as it did with Bryant, as well as with Victoria’s Secret ads that have aired. The sources said Lane Bryant’s refusal to comply with requested changes caused the delay that prevented it from airing this week.

“Following Lane Bryant’s refusal to make requested edits, Fox agreed to air the unedited ad during the last 10 minutes of next Wednesday’s “Idol” program at 9 p.m., a source said.

The Fox sources said the Victoria’s Secret ad that aired this week on “Idol” complied with requested edits “and was specifically produced to meet Fox’s standards for ‘American Idol.’”

Fox sources also pointed to the fact that they have aired Playtex underwear ads for “full-figured women” on “American Idol” to counter Lane Bryant’s accusation that the network has a bias against plus-sized females. The sources also stressed that the Victoria’s Secret ads air only on the 9 p.m. “Idol” programs, not at 8 p.m.

In a statement, ABC said of Lane Bryant: “Their statements are not true. The ad was accepted. Lane Bryant was treated absolutely no differently than any advertiser for the same product. We were willing to accommodate them, but they chose to seek publicity instead.”

There was no immediate word on when the ad would air on ABC.

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