Dan Bucatinsky: More Than I Can Chew
JCPenney's "teen sex" ad [updated]
Filed under: Teens, Health & Safety: Babies, Development/Milestones: Babies, 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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ReaderComments (Page 5 of 18)
6-24-2008 @ 9:04PM
cec7518 said...clearly this is not a jcp ad. I work for the company, and in no way would this be an ad. the blogger is right...it offends the company's target demo right off the bat. plus, the lettering at the end it wrong. Its an election year, isnt there any better news to report right now? oh, and i'm sick of aol's national enquirer-type news and headlines.
Reply
6-24-2008 @ 9:06PM
sorrow1501 said...At 22, I find myself often sympathizing with teens and their homones. I myself was a wild child who often did just as the teens in the commercial are doing, but even I am floored by the brazen message being sent.
Reply
6-24-2008 @ 9:07PM
? said...who in the world would think this is ok, for an ad no less?
Reply
6-24-2008 @ 9:07PM
Jennifer said...I like the ad, even if it is fake. Kids have always and will always have sex.
Reply
6-24-2008 @ 9:08PM
Tuckerp0 said...Love it. It's succeeded in sending you provincial boobosie into histrionics. I hope the ad company wins that award, KC Penny goes belly-up, and all you prudes have to by your apparel-made-in-china somewhere else.
Reply
6-24-2008 @ 9:09PM
cc said...ok, i think the people who see this ad and see nothing wrong with it, in particular "imnotcocteau, may not be "getting" it.
i had to watch it twice. they are not changing their clothes trying to figure out what to wear, they are timing how long it takes to get in and out of their clothing, and THAT sucks.
Reply
6-24-2008 @ 9:12PM
julie said...People should stand for something and stop shopping at stores that promote this type of behavior as being normal. Why would you make an ad to encourage a further erosion of teen morals. I will not shop at this store anymore.
Reply
6-24-2008 @ 9:13PM
tkina1 said...As a former JCP management employee, I am of the opinion from my experiences that a lot more goes on in this once great and dignified company now supports management that does not live according to the morals of the founder. Managers harrass and abuse their subordinates and the company backs them.
Reply
6-24-2008 @ 9:15PM
victoria said...this "blog" is no better than tmz, p. hilton or any gossip site.
this machine/monster called the internet must be fed, i guess, 24/7 and so we have reports such as this which might result in jc penny losing revenue.
i would suggest that unless you want to be a defendant in a lawsuit,
be very careful what you post/pass on ... if it is not true and causes damages, ...
Reply
6-24-2008 @ 9:14PM
Bobbi said...I WILL NEVER SHOP AT JCP AGAIN. NO WONDER THERE IS
SO MUCH OF THE TEENS GETTING PREGNANT BY GOING' DOWNSTAIRS OR UPSTAIRS WHILE THE PARENT READS OR WATCHING TV AND NOT GIVING PROPER ATTENTION TO THEIR
CHILD. "DISCUSTING AD" LOSE YOUR MARKETING PERSON!
Reply
6-24-2008 @ 9:16PM
nellie said...If JC Penneys has an ad company who hires another "ad" company" who did this ad, whose responsibility is it?????????
I say, some JC Penney Marketing Manager, CEO, COO - someone there - must take the responsibility of this type of terrible ad-making.
I am 71 and certainly see it as kids timing themselves to see how long it will take to undress before and redress after sex.
Some one at Penney's better take the helm here.
Reply
6-24-2008 @ 9:18PM
ron said...JC Penney just, pardon the expression, screwed themselves by running this commercial.
Reply
6-24-2008 @ 9:16PM
Michele said...In the 50s and 60s I was too nervous to do anything with my boyfriend with my Mom walking by the door every few minutes. All we ever did was watch TV and hold hands. If I WAS going to do something it sure wouldn't have been in my house or his house, and he had no car so we couldn't go parking. I don't know what all the fuss was about. I was a virgin when I got married at 20. But my Mother was always accusing us of something, and kept telling me that boys only wanted "one thing". Well they also want you to cook and clean and get them a beer too !
Reply
6-24-2008 @ 9:21PM
Zach said...Umm yeah not that bad guys. Its just a store and just a commercial. I am a teenager myself and all ill say is if your going to do it your going to do it regardless of a commercial...Most people dont think hey that JCPenny commercial made me want to have sex and lie. Media will always be just that media
Reply
6-24-2008 @ 9:22PM
Dawn said...That commercial was appaling. My jaw actually dropped I was so shocked. I know that teens have sex and all but the commercial makes it seem like the cool thing to do. It also makes it seem like sneeking around is the normal way of doing it. They need to have a disclaimer that says, "Sex may lead to STD's, AIDS, and unwanted pregnancy to snap a bit of reality back into that commercial.
Reply
6-24-2008 @ 9:54PM
Maggie said...It IS the cool thing to do, and sneaking around IS the "normal" or popular way of doing it. Most teens don't have close relationships with their parents as to go and tell them, "Hey mom, I'm going to go have sex now!" Sex may lead to STDs, AIDS, and unwanted pregnancy, that is true; however, what teens need is education on how to prevent that, not being scolded when they have sex.
7-08-2008 @ 11:37PM
weenie said...okay maybe this is just from the teen's prospective but what is the big deal? teens are going to have sex, why not use it in a commercial. kids have sex under their parents noses, i know i have and why can't jc penney make sales off of it. i get where you guys are coming from but see it from a teen prospective, its not that bad.
Reply
6-24-2008 @ 9:27PM
Bill said...Oh give me a break, it seems that nobody has anything to do but get down on everything, tdid you all forget when you were teens.
Reply
6-24-2008 @ 9:28PM
Dasadayumshame said...I don't think it should be an ad for anything but an alert to parents as to what their children are really doing lol I think it was FUNNY... that would NEVER happen in any of my family members households!!!! HEY... but it would make a good STD/ pregnancy commercial.. with the spin of in the timing of themselves getting undressed and dressed is the time it would take to catch something they could possibly have for the rest of their lives or get pregnant.
Reply
6-25-2008 @ 4:53PM
Brittany said...HAHAHAHAHA!!
PERFECT!