Certainly when American Apparel launched their plus-sized model search contest, they didn’t expect the winner (which should be Nancy Upton) to be making a mockery of it – and garnering the most votes due to her cheeky photos that included stuffing her face with chicken wearing black gloves while in a pool. I don’t like that the company has chosen to go with another winner, one whom they feel better fits the spirit of their promotion. I do like two things: 1. That they reached out to Upton and were candid with her, and 2. That Upton understands and isn’t screaming for a lawsuit. It’s impossible to think of every possible turn a promotion can take…and the measure of a brand’s integrity comes from seeing how they handle the unexpected.

~ Denise Blasevick, @advertgirl & CEO, The S3 Agency