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Lane Bryant Cacique® Lingerie Ad Receives 2011 Platinum AME Award for Advertising Marketing Effectiveness
Feb 10, 2011 (03:02 PM EST)
Ad Campaign Story Is Brandweek.com's #1 Most Read in 2010
COLUMBUS, Ohio, Feb. 10, 2011 /PRNewswire/ -- 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.
The ad was created by Omnicom Group agency Zimmerman Advertising. A link to the commercial on YouTube can be viewed here: http://www.youtube.com/watch?v=VMxyZQfMmM4
About Lane Bryant ®
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 and Cacique fashions are available nationwide at its nearly 800 Lane Bryant stores, 106 Lane Bryant Outlet® stores, and at lanebryant.com and cacique.com. Lane Bryant is owned by Charming Shoppes, Inc. Please visit lanebryant.com for store locations and the latest fashion trend information.
About the AME Awards
The AME Awards recognize creative and successful marketing strategies across all industry verticals. An award-winning advertising campaign addresses a challenge in the marketplace, utilizes outstanding creative elements, and incorporates a thorough marketing plan to deliver a successful execution.
SOURCE Lane Bryant