Probably a case of outsourcing gone wrong. An ad created by a third-party vendor, Epoch Films, without the knowledge of Saatchi & Saatchi, JC Penny’s ad agency, was entered in the Cannes Lions Awards, won the bronze award, but was a fake.
The video is actually a spoof of JC Penny’s ad campaign where the retailer used the phrase “Today’s the day to …. “. In the spoof, two teenagers are seen practicing and timing themselves getting dressed (speed dressing) in anticipation of a romp in the girl’s basement, with her mother upstairs watching TV. The video ends with the phrase “Today’s the day to get away with it”.
It’s pretty funny, but JC Penny’s not seeing the lighter side of it and does not want to be seen as condoning teen sex. JC Penny are said to be unhappy with Saatchi & Saatchi over this incident and have instructed them to ‘rectify the problem’, so to speak.
Watch the video while it’s still available:
[as seen on AdFreak]
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I question the relevance of agencies like Saatchi, which can only do creative work by bypassing the client. This spot is done by Saatchi as no production agency will presume to be a client's ad agency by doing this to win awards.
I don't really think this ad is really any good in that it does not tie with the tagline and fails to connect with the key audience for JC Penny i.e. parents.
So what if it has gone viral? Interesting viral videos are a dime a dozen these days with limited lifespan. And most do not build brands or connect people to the brand in a meaningful manner.
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