June 24, 2008
JCPENNEY: Speed Dressing
In this commercial, two hornball teens practice speed dressing, so they can get it on in the basement without getting caught. (Can you get fully dressed in 18 seconds?)
And, even though the video says it is sponsored by JCPenney, it's allegedly not. Ad agency Saatchi & Saatchi created the commercial for JCP -- and won a Cannes Bronze Lion for it -- but JCP says it didn't approve it.
While the ad could anger parents who shop at Penney, it also has the potential to make the retailer seem "sassy, fun and irreverent" to teens, said Alan Siegel, chief executive of New York strategic-branding company Siegel + Gale.
"It's not going to reflect well on the brand in Middle America, but the ad is nicely done and the people in it are attractive; young people in New York and L.A. will get a kick out of it," he said.
Could this be a secret viral marketing plot, leaked on YouTube in an attempt to revive a tired old brand? Or did JCP agree to this viral video, and then sneeze when it got so much negative attention?
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UPDATE: YouTube deleted the video, but I found it on Advertolog >> watch it here!
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