Menstuff® has information on the JC Penney's "Teen
JCPenney's "teen sex" 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."