ADVERTISING: Living Bras

Bra makers have long chafed under the advertising restrictions imposed by the National Association of Broadcasters Code Authority, which must approve all television commercials. The Code Authority decrees that a live model in a bra commercial must be fully clothed and if a mannequin is used, it must be headless or armless—preferably both. In an era of explicitness—and occasionally bralessness—some bra makers are eager to push the product beyond a plastic torso or levitating apparition. Lately they have been pressing the code to its literal limit, with some strange results.

A new commercial for Playtex Living Bras opens with the...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!