I love it when big companies get their knickers in a twist for getting coverage on things they didn’t mean to get coverage on. Like when Diet Coke got upset at the Mentos video or Google started sending out cease-and-desist orders for anyone who used their name as a verb.
Enter JCPenney. The ugly and cheap department store is apparently really upset that this video, which hints at teen sex, was leaked by someone, somehow, somewhere. (Although all signs point to a rogue at Saatchi & Saatchi, Penney’s ad agency, who I doubt will have a job much longer). Both companies are staying as far away from the controversy as possible by attempting to have the spot “removed from public circulation.” Removed as in, deleted from the Internet.
::Queue laughter::
From the Wall Street Journal:
Mr. Boylson [chief marketing officer] said he still was questioning Saatchi late Monday to find out how the video got made and has instructed Saatchi to take any action it can to have the ad removed from the Internet. “It’s obviously inappropriate and nothing we would ever condone,” he said. “We’re very disappointed that our logo and brand position were used in that way.”
Saatchi was quick to apologize, issuing this statement:
Saatchi has a long history of producing principled and respectful advertising for JCPenney and its entire client roster. The Speed Dressing TV commercial, which was submitted to the 2008 International Advertising Festival at Cannes, was created by a third party vendor without JCPenney’s knowledge or consent. It was produced and released to the public without any knowledge or prior approval from JCPenney. Saatchi & Saatchi did not enter the spot and deeply regrets the message this ad presents. Saatchi & Saatchi apologizes to JCPenney, its associates and its customers. The commercial is being removed from public circulation.”
Oh boy, I’d like to see them try. If anything, the buzz surrounding this one will ensure that the video lives online for a long long time.*
UPDATE: Looks like the video I posted originally was taken off YouTube. But never fear, you can never remove something completely. It lives on!
25 June, 2008 at 3:02 pm
I suspect that this might be an astroturfing stunt. This way, JCP can get the youth market excited, but without the risks of alienating its target demographic.
25 June, 2008 at 3:24 pm
…which would make me hate this whole thing more.
25 June, 2008 at 3:37 pm
I’d love it if it wasn’t… but I like my advertising sleazy
25 June, 2008 at 8:28 pm
Said video is no longer up on Youtube. Personally, if I were a big wig at Penny’s, I’d be flattered that anyone was even talking about the store. I don’t think I’ve been in one in over ten years. The clothes at Target are more stylish (and thriftier!).
25 June, 2008 at 9:02 pm
@Lauren:
I updated the video on the post. It lives again!
See? They can try to take these things down, but someone will ALWAYS be there to keep it going…
26 June, 2008 at 10:51 pm
Hmm, Saatchi should know that Crispin does such viral ads for real and which is paid for by the client.
This ad does not work with the sign-off. It seems to be creative for the sake of being creative for award submission…
An ad should do more than just attract people to see it and leave it as that.
After all, when you ask them to see it, the next question is what do you want me to do after seeing it?
Poorly thought out. Draggy storyline. Such badly thoughout scam work should not be encouraged.