Ten years ago it was virtually unheard of to see plus size clothing commercials. I think one of the first good commercials I saw was produced by Lane Bryant – they are certainly the most publicized thanks to the Super Bowl / big boob lingerie incident of 2010 when an Ashley Graham commercial was supposedly considered too sexy for prime time (but Victoria Secret’s ad was acceptable). Regardless, it brought Lane Bryant, Ashley Graham, and plus size lingerie into the forefront of media (and plus size shopper's) attention.
Citation: video copyright Lane Bryant and used for review purposes.
More and more plus size clothing retailers are paying attention to commercial spots. Not because we are all watching more TV but because these same commercial can be posted on venues like YouTube for a wider audience to view them and then pass them along to their friends on Facebook and elsewhere. Whether the video is liked or hated chances are it will get networked.
Canadian plus size clothing retailers Addition-Elle and Penningtons have been making some fun and saavy commercials too. Addition-Elle’s latest lingerie commercial featured "it girl" Ashley Graham for their lingerie campaign "Be a Showstopper". The focus is their sexy lingerie and the music has a sexy feel to it.
Citation: video copyright Addition-Elle and used for review purposes.
And Penningtons had a short spot featuring print denim. Both commercials included catchy music and lyrics by bands whose music is available for download. The latter is still on the air and yes, I downloaded the music from iTunes to add to my walking mix. It is a catchy tune, has a good beat, and the lyrics are positive: I feel lucky, I feel free, I feel everything’s a possibility, I feel lovely (the band is Lucy and the Cloud Parade if you want to look for it).
Citation: video copyright Penningtons and used for review purposes.
Did it make me go out and buy something from Penningtons? No, at least not today. But somewhere in my neural network I will probably think of them every time I hear the song and while the ultimate goal is for us to purchase it does not hurt if they are always on our mind until it comes time for us to shop.
Visual and auditory inspirations are not new for the general population and while I did not think I was missing out as a plus size clothing shopper, I am enjoying the extra time and effort retailers are putting into getting our attention.
What do you think of the plus size targeted commercials. Does it make you feel happy to finally see plus size advertising on the tube?
Who is Ashley Graham?