Lot’s Of Blame To Go Around

As parents, we face a seemingly futile battle to protect our children against racey content and sexual themes. More and more brands push and eventually cross the “decency” line in the hopes of increased sales. It’s so easy for us to point blame.

So I was quite surprised about this incident with J.C. Penney, a clothing retail store brand that has been struggling against declining in popularity in the United States.

Here’s what happened…

The ad, which surfaced on the Internet after winning a prestigious international advertising award at Cannes this past weekend, shows two teenagers in their own bedrooms stripping down to their underwear and then timing themselves as they race to put on their clothes. All this is done in preparation for the boy and girl to hang out in her basement while her mother is upstairs.

The video, called “Speed Dressing,” ends with the teens heading down to the basement as the words “Today’s the day to get away with it” flash on the screen, echoing Penney’s use of the phrase “Today’s the day to…” in a series of ads it launched last year. Penney’s logo and “Every Day Matters” slogan then appear on the screen.

This video is being rapidly taken down and added by others. It shows two teens practicing to quickly put on their clothes in case they get caught having sex in the basement. You can currently see it here:

The ad was not created by J.C. Penney’s marketing department. Their primary advertising agency, Saatchi & Saatchi, denies it, yet they apparently commissioned a production company, Epoch Films, to create the spot. Although it was never approved to air as part of a campaign, it was entered into competition and won a Cannes Lions 2008 Film Bronze award. Again Saatchi & Saatchi denies being involved, yet they’re listed in the entry credits. Eventually the commercial made it’s way onto YouTube yielding at least 132,000 views and presumably many more now that the story is out.

Creating ’spec’ ads is not uncommon in the advertising industry. Often dozens of ideas are tossed for each that actually gets picked up. Even if an idea ends up not being produced, often creative directors and production companies will produce it for their portfolios and to show off their talents.

So even if the intent to air publicly wasn’t there, where’s the common sense?

Just a few weeks ago we all heard how rising Disney star, 15 year old Miley Cyrus, seemed to have been ‘pressured’ into bare-backed photos with veteran photographer Annie Leibovitz for the cover of Vanity Fair. Her famous father was on the set and should’ve had better sense than to permit it. Liebovitz and Vanity Fair downplayed the whole issue.

Whether it’s advertising or photography, doesn’t it seem disturbing that the innocence of youth is constantly chipped away at in favor of egos and ‘creativity?’

I’m in the business and I’m disturbed by it. Maybe I’m a prude. What are your thoughts?

Related Links:

• J.C. Penney Faults Fake Ad on YouTube
• Racy ad lands Saatchi & Saatchi in hot water
• Quashing Viral Video, Penney Undresses Ad Firm
• J.C. Penney Speed Dressing Down
• Miley Cyrus Bare In Vanity Fair: Tells Fans She’s “Embarrassed”