Unless you’ve been hiking in Cambodia, you have probably heard about the “bra-ha-ha” surrounding a Lane Bryant bra ad that the networks did not want you to see. As much as I make my living developing advertising campaigns, and given that Lane Bryant is one of our clients, I must admit that what happened is more about social upheaval than it is just about crafting a good ad (though that helps too).

Here is the “Bras for dummies” version: We developed a campaign for Lane Bryant’s sexy intimates division called Cacique. It was shot through the lens of many of the people that brought you Victoria’s Secret’s images. Our intention was to treat women with generous curves as beautifully and sensually as the deserve. We shared Lane Bryant’s belief that sexy has no size and beauty comes in small, medium and large. Unfortunately, as we sent the spots to the networks to air, they were declined multiple times for being…SEXY! Wait a minute, wasn‘t that the point?

So, here is the kicker which may come as a surprise to you. The majority of women in this country wear a size 14 or greater. They are no longer “plus sized,” as they now represent the shape of the new American woman. That also translates to the majority of viewers of American Idol, Dancing With the Stars and every other show on which we wanted to air and were initially denied. What is worse was that those same networks actually air Victoria’s Secret’s ads and often flaunt breasts and bikinis on their shows (look no further than Pam Anderson dancing and Kara DeGuardia stripping). Why does the media perpetuate an unreal image of the ideal? Let’s get real: Beauty is actually in the real curves.

Check out the commercial and see what you think:

We were outraged. More important than us brand folks, the American public was outraged. They said enough is enough, and they decided to throw the networks (and the world) a curve. Since a frustrating Wednesday morning when we thought the commercials would not air, the issue has been on CNN, Today, CBS, HLN, People, Jay Leno, ET and even made it to the news segment of SNL. More socially, there has been an average of one Tweet every two minutes and no less than primary postings on thousands of blogs. Why did this viral spead happen when there is so much competition for human eyeballs?

First, Lane Bryant genuinely risked their buy for the rights of others. They committed to not only speak to the audience, but also for them whenever possible. This is an audience too often overlooked and under represented in fashion. They do not only want to feel beautiful on the inside, they deserve to look beautiful on the outside. Second, and critically, they let consumers hijack their brand. Instead of being inside the conversation, they simply brought the conversation to the table and allowed consumers to weigh in as they felt appropriate. Some people would be for the brand while others may not have. Bottom line, they had a genuine interest and authentic intent.

Is this discussion good for Lane Bryant? Yes. That goodness pales, however, in comparison to the good it can do for breaking our social norms and expanding the definition of real beauty in our communities and within our families. Little girls need to respect and embrace their very real shapes, images and potential. That, in the end, is the greatest statement of all.