JCPenney's "teen sex" ad [updated]
Categories: Teens & Tweens, Safety, Development, Media
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 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."
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Reader Comments (Page 2 of 18)
duh 6-25-2008 @ 2:59AM
someone obviously doesn't read entire articles
Katy 6-25-2008 @ 3:11AM
It's the same old song and dance. People who do not want to take responsibility for parenting their children or their own actions inevitably blame it on a commerical, or a movie or song. How thick can you get? As a young adult, seeing this commercial didn't make me want to have sex. I had concerned parents who talked to me... I made my own decisions.. the media didn't do it for me.
rmrmurphy 6-25-2008 @ 3:31AM
This is a new day and time. Did your first kiss happen in your paintes? For JCP to say they had no clue is perfect. Someone needs to take a look at who runs this department.
sasperilla23 6-25-2008 @ 4:31AM
I thing the Market team needs to step and appaulogize (sp?) for this ad. What the heck were they thinking. Especially when teen pregnancy is on the rise again. I don't blame the store per say, but I do blame the execs and marketing team for being irrisponcible and ignorant.
Taki 6-25-2008 @ 9:43AM
I agree with you Michael. And to the guy who said we are a pruny society and we shall think like the french...Are You Crazy? What are the French doing that we as Amercians should envy? It is a socialistic society, where doctors who go to school for years only make 30-40,000 a year. There are no real entrepreneurs, very few people have a desire to go out and acheive their dreams there (buying homes and such), you guys are stuck in the 1800's and very racist because of your "forward thinking". The French are jealous of us, and they want to corrupt America so bad so we can be as bad off as they are. MISERY LOVES COMPANY. The only thing I like about France is the cheese!!!! LOL
dchatagnier30 6-25-2008 @ 9:55AM
Comment number 17 by Jay is the perfect example why there is a high rate of single parenting, STD's, abortion, crime, divorce and the perfect reason why I don't have a TV in my home. People like Jay do not use their heads to think and reason correctly they only use them to grow hair.
Amy 6-24-2008 @ 9:29AM
Wow, that is wrong on so many levels.
I wonder what the kids' real parents were thinking, allowing them to appear in a commercial in their underwear, for one thing.
Yuck.
Amy @ http://prettybabies.blogspot.com
Reply
Mattie 6-24-2008 @ 9:16PM
I totally agree with you. It is disgusting. And a parent that would let their child do an ad such as this one has to be in it for the money only. Where are the morals in this world any more? When I was growing up my parents wouldn't even let me wear a bathing suit. This makes me stop and think if I even want to shop at Penney's any more.
ninainindia 6-24-2008 @ 9:29PM
It's possible that these kids are actually adults in real life.
Ladyv123 6-24-2008 @ 11:28PM
I agree with you Amy... who would let their kid appear in such an ad. No matter how it was edited. ... you will not be a child of mine and in your underwear for a commercial.
Sarah 6-24-2008 @ 11:29PM
I think there is a bit of over-reaction on this ad. I mean,
a.) Everyone's saying that this ad was NOT endorsed by JCPenny! So there should be no problem there.
and
b.) I think that, with the violin music in the background, there is sort of a sweet, young, innocence to it. They both are doing this seemingly quirky thing, both probably not knowing that the other is doing it. Plus they AREN'T supermodels, they look like REAL kids, just young, nervous, curious, and in love.
however,
c.) I do NOT agree to lying to thier mom and going to do that in the basement! There are times and places, kids, and in the basement, "watching movies" while mom's upstiars doesn't seem like the right moment for them since they seem so in love and willing.
Rosalie 6-25-2008 @ 6:48AM
AMY, you hit another very good point. Do you really want to know what the parents were thinking? MONEY...............
IndieMama 6-24-2008 @ 9:46AM
I am horrified! I am no prude, but something about being pregnant has awakened a "conservative" streak in me, but I still don't think you need to be considered conservative to be offended by this ad. We complain all the time about kids growing up too fast but then they are bombarded with images like these. The other day I was horrified to walk into an Abercrombie & Fitch to see one of the young salesmen (couldn't have been older than 18) standing at the doorway with no shirt on. I had to wonder how his mother would feel.
And to show just how "conservative" I have become, I don't even want my kids to watch the Disney channel! Too many young girls dancing around in make-up disguised as good clean fun. Then we chastize Britney Spears and Mylie Cyrus for growing to be overly-sexualized young women. It was the ADULTS at Disney who presented them that way in the first place.
Then there are these disgusting spots in the mall called "Libby Loo" where little girls go to get their hair and make-up done that does nothing but teach them how their place in this world as young women is to be pampered, powdered peacocks. And don't get me started on dolls like Bratz for young girls that wear belly shirts and the like.
Oh boy, am I on a rant! But ads like this from JC Penney, networks like Disney, and holes like Libby Loo are sending kids the wrong message and it's just another battle we parents have to fight. I'm not calling for censorship, but we can make a stand by spending our money with companies that send responsible and healthy messages to our children.
Reply
T 6-24-2008 @ 8:28PM
You Go Girl, I'm right there with ya !!!
bjj 6-24-2008 @ 8:33PM
I couldn't agree with you all more. I saw bra's and matching panty sets for pre teens at the mall the other day..And there were tiny thongs for ten yr olds at the store my 18 yr old works at...We need our kids to be kids..By the wayu..great american girl movie coming out shortly..Lets lert kids be kids!
mike 6-24-2008 @ 9:54PM
Amen, sister.
--
I hope JC Penney files suit against the ad agency and promoter for some serious compensatory damages. Retailers such as this (and there are plenty) which are in desperate need of consumer sales cannot afford to take such a risk. I used to shop pretty frequently at JC Penney as they were generally conservative, predictable and earned my trust as a merchant. You felt you could count on them to do the right thing and always be ones to weather the storm. I can spend my cash at Kohl's, Target and the like and may do so. Screw the ad agency for pushing the envelope when JC Penney did not know, or have reason to know they did this. Take 'em down.
veselka 6-24-2008 @ 10:13PM
Good for you. This is the time to make rules for yourself and follow them. I think your soon-to-be little one is off to a good start with a thinking mommy like you. Seriousl.
elaine 6-24-2008 @ 10:26PM
don't you think your overreacting? I am 15 and this doesn't want to make me have sex... apperantly for them but not for me.
Chloe 6-24-2008 @ 10:34PM
IndieMama, While I agree that this commercial is rather vulgar and not even well made, Libby Loo is not a disgusting store. Just because you see it as them being taught that's their place, it's not. I've gone there for ages and so have my cousins. I know that my place is to be who I am and do my best in this world, and that's exactly how my cousins feel. I'm exposed to EVERYTHING a normal teen is exposed to. And what it really comes down to are the parents themselves. There's no ONE way to raise kids, but there is millions of WRONG ways. So little girls play dress up? Every girl has. Well, every girl who wanted to. And not all of them have grown up to be skanks. If it's interpreted wrong, then it can be really bad, but I'ce come to respect myself because of dressing up. By making my self look beautiful, I've seen what I can be if I do the right things. Seen the inner and future me. Don't say that Miley is overly-sexualized, that Vanity Fair photo had nothing wrong with it. And she's a very nice young woman. Britney... Well, she's an adult now, and should be able to make her own choices without criticism, even though I don't agree with how she acts. But Miley's message is wonderful. To quote a song she wrote herself "Don't let anyone tell you that you're not strong enough. Don't give up. There's nothing wrong with just being yourself. That's more then enough." There is no way you can tell me that's a bad message. And quite frankly I think you are a bit of a prude. Then again I've never met you, so I have no right to judge you. And you've never met all of the girls that go to Libby Loo, and you've never met Britney or Miley.
Congrats on being pregnant. How many weeks? I'm told it's really hard once you get past 24 unless you're already past. Best of luck ^_^ I'm sure you'll be great. (That's not sarcasm.)
James Van Hise 6-24-2008 @ 11:25PM
Actually this ad is very realistic. What it pictures is exactly what was going on when I was a kid 40 years ago. Parents just don't want to believe it and think this is all "new" and influenced by our "permissive" culture. It isn't new. It's very old and very common.