Thursday, June 28, 2007

Be My Bra

Get your mind out of the gutter.

Be My Bra simply means support my breasts. Wait, that doesn't sound right either.

Lifetime TV will use Be My Bra and Be My Strength as "interstitials and on-air spots on the subjects of breast cancer prevention, diagnosis and treatment." Lifetime Entertainment Services filed multiple trademark filings on June 21, 2007 to protect these phrases. On June 15, 2007 some company — I'm guessing Lifetime — registered the domain using Domains by Proxy to keep the company info private.

I reckon you'll see a bunch of spots this October during National Breast Cancer Awareness Month. Wonder whether they'll include celebrities or your next-door neighbor? We'll see how Lifetime integrates these ads with its My Story tagline.

I sent an e-mail to Lifetime TV requesting additional information, but I received no reply.

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