When I think of the hottest trends in hip teen clothing, I usually think of that store in the mall that has the half naked mannequins lounging around out front. What I don't think of is JCPenney. But apparently, that's exactly the direction that the national chain is trying to head in. Just take a look at their latest teen-centric ad:
JCPenney's has jumped onto the "sex sells" bandwagon, trying to update their image to attract a younger crowd. But here's what I'm wondering: The commercial clearly pokes fun at the trusting mom who sits upstairs reading her magazine while the kids "go downstairs to watch TV." At the same time, it's sending a message to teen customers that today is the day to have sex with your boyfriend, right under your mom's nose.
The thing is, that mom in the commercial likely makes up the majority of JCPenney's customer base. How are moms who are loyal to this classic and formerly pretty wholesome brand going to feel about this commercial that encourages their teens to break parental rules and engage in risky behavior? Betrayed? Angry? Suddenly not so spendy?
It seems like a big risk to take to me. What do you think about JCPenney's new commercial?
Edited to add: As it turns out, everyone, JCPenney did not authorize this ad. (Let's let out a collective whew.) There's a lot of finger pointing going on right now; JCPenney is blaming its ad company Saatchi & Saatchi, who in turn is blaming the production company Epoch films.
According to Gawker, the commercial won an award at the Cannes Lions Awards this past weekend. Penney's chief marketing officer has been quoted as saying, "It's obviously inappropriate and nothing we would ever condone."
JCPenney's "teen sex" ad [updated]
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Reader Comments
(Page 1)2. I work at Penney's and this has caused a big stir. According ot the company website, Penney's did NOT endorse this ad, nor did they know it was being made. The company is furious becuase they are trying to win over middle-America, not just the teen market. Allegedly the ad company made it just for the award
Posted at 8:10PM on Jun 24th 2008 by PenneyWorker
3. Could not have said it better. Even "erosion" of the family unit can be halted. As you build up and enrich the soil to circumvent erosion-- build up and enrich the family. Teach, talk, listen, and bolster. Clothes look better on than off anyway. JC Penney could always amalgamate with Trojans...
Posted at 8:24PM on Jun 24th 2008 by marggus
4. To call this a sex ad is ridiculous. Teenagers make out. They have a little romance.
I remember my first kiss at around this age. That's all that happened . . .kisses.
And I and my friends used to change our clothes a lot for dates.
The readers who are watching this ad and getting horrified are the ones with the dirty minds. I believe it was the British philosopher G. E. Moore who asked in the early 1900s, "Is the book obscene or the reader?" The reader is clearly the answer. As is the viewer and the columnist, Bethany Sanders, an exploitative, simple-minded columnist trying to create a furor to make herself seem important.
Posted at 8:24PM on Jun 24th 2008 by Imnotcocteau
5. That's a terrible ad.
Posted at 8:32PM on Jun 24th 2008 by g
6. to Imnotcocteau:
You are ignorant to think that these kids are changing clothes for their dates. They are clearly timing themselves to make sure they can slip their clothes back on in quick amount of time so they don't get caught.
I am in a death metal band, and we write songs that lyrically don't appeal to the youth because of the content and vulgarity. I find even this ad absolutely disgusting. Seriously this is really messed up, no one should promote such an act of immorality.
Posted at 8:52PM on Jun 24th 2008 by mkr
7. I agree with you and I will not shop at J C Penney again.
Posted at 9:01PM on Jun 24th 2008 by Martha
8. listen im a kid and this doesnt make me want to go out and have sex. A commercial shouldnt make you want to have sex or lie to parents that decision is obviously due the childrens up bringing and parents.
Posted at 9:01PM on Jun 24th 2008 by keyss
9. Let's just say that the new ad bring to attention what parents these days let their children get away with. The ad is clearly about how fast they can get their clothes back on before the parents get down the steps. The fact tht people are outraged at Penny's for slapping them in the face with the truth just shows how sad this country has really become. I wasn't allowed out of my parents site when a boy came over even after I started dating. It's called parenting and parents need to do A LOT more of it.
Posted at 9:54PM on Jun 24th 2008 by moss
10. I have been in retail for over 30 years. This is pretty much over the edge for Penny's, especially with all the bad publicity Miley Cyrus got for a pic. of her in her underwear on Myspace!
Posted at 10:15PM on Jun 24th 2008 by Steve
11. I don't see anything wrong with it, probably because I am a teenager...-they would claim.
I am a teenager and I find the commercial cute... There are two ways you can look at this... disagree with it before watching it and then justify your distaste for it...or you can see the angle from which this commercial is coming from.
While I can relate to teens whom relate to this commercial...I do have to admit that it's not the conventional clothing commercial by any means.
However, in the end, I can see how this might hitch extra teens into buying clothes... humor is the game in this sales pitch and those whom cant see that need a reality check.
Posted at 12:25AM on Jun 25th 2008 by omni
12. Michael,
Kudos!! I SO share your opinion. I was a shopper here. But not anymore. I have two, soon to be three teenagers. They just lost the $400 a year I spend there.
Posted at 12:51AM on Jun 25th 2008 by min
13. they were not just changing their clothes, they were practicing getting their clothes on and, in case mom came down to the basement. that's why i don't let my teenagers be alone, like that, nothing going to happen under my roof
Posted at 12:47AM on Jun 25th 2008 by tammyjean904
14. was trying to add an comment, not for you, hit the wrong reply sorry, but i do agree with you
Posted at 12:51AM on Jun 25th 2008 by tammyjean904
15. Wake up America. It's time to relax our "Puritan social norms.
PEOPLE, we are no longer in the 1800's. We're in 21th century.
IT'S TIME TO PARTIALLY-RELAX OUR SOCIAL NORMS.
It's a shame that the USA gets "pruny" on sex-related marketing.
We shall think like the french......
WAKE UP!!!!!!!!!!!
Posted at 1:13AM on Jun 25th 2008 by Mauricio Duque
16. Anyone who believes that JC Penney didn't know/approve the ad is naive. The ad is generating all sorts of free PR (as this column has) which is what advertising is all about - getting the most bang (oops) for the buck. Anyone ever heard of "plausible deniability?"
Posted at 5:47PM on Jun 25th 2008 by gb
17. TRYING to deny that teenagers have sexual desires is just plain stupid. This advertisement isn't going to change ANYTHING in the real world, even if they ran it on every channel, every hour of every day. Hormones are not determined by television ads, and morality is a FASHION and nothing more. If you don't know that, then you haven't studied very much history.
Posted at 1:28AM on Jun 25th 2008 by Greg
18. As a young teen I was sexually active, and my mind was no where near higher education, my boyfriend consumed my every thought. As an adult with 2 daughters I talk to my friends with kids about our plans to keep our kids from making the same dumb sexual mistakes that we made when we were teens. It truely is my biggest fear with my girls, that they will be sexually active and that will keep them away from success. The last thing I need in my way is an ad that TEACHES your kids how to be sneakier. And really, its not like the 16 year old with a baby that is now on welfare and quit school will be able to shop at jc pennys
Posted at 1:49AM on Jun 25th 2008 by Timmarilyn
19. I will never step foot into this store again. I will not promote such trash.
Posted at 2:00AM on Jun 25th 2008 by Trisha
20. OH MY! The end of the world is near. This commerical must be the result of not having the bible EVERYWHERE! Or, is this commerical the result of giving homosexuals their civil rights? Or is this the commercial that will inspire the next school shooting? Oh how terrible this commerical is. I'm so offended. I think I'll slink off to a corner and cry to God to make it all better. Sex should be against the law. It's gross and immoral. Only people with little or no moral compass would engage in the type of behavior these two in the commercial might. ALL sex should be banned. Banned from t.v., video games, and life!
Just for the record, I'm not being serious. I hope everyone that is acting so offended are not serious either. If you are seriously offended, I'll pray for you because, you need help. I didn't know that JC Penny still existed. If these judgemental prudes are shoppers there, I know there wouldn't be anything there for me. Why don't you all just go Amish, make your own clothes and ditch the t.v.. That way you don't have to worry about being so offended. Bunch of cry babies.
Posted at 2:43AM on Jun 25th 2008 by Jay
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1. It is a clear sign of the times, the continual erosion of the family in this country. I just can't support this idea, and by extension, this store.
Posted at 9:28AM on Jun 24th 2008 by Michael