A flash of Janet Jackson's breast on national TV may have launched a thousand complaints, but medical device maker Mentor Corp. believes breast implant marketing is ready for U.S. prime time.
Mentor will produce its first prime-time advertisements this fall on ABC's plastic surgery show "Extreme Makeover."
"It's a first for prime time and it's the biggest marketing program for Mentor Aesthetics this year," said Sara DeRousse, director of global marketing at Santa Barbara-based Mentor.
DeRousse said Mentor would produce six commercials to market its saline implants during "Extreme Makeover," a reality show in which applicants endure multiple surgeries in a bid for beauty.
"We strive to create a classy, elegant ad that directs patients to where they can get general information. It's not intended to be a sexy ad," she said.