13 Comments

Summary:

An award-winning ad made for J.C. Penney that the retailer is trying to distance itself from can still be readily found online. The witty but racy ad, apparently made by Epoch Films for ad agency Saatchi & Saatchi in the vein of a recent J.C. Penney […]

An award-winning ad made for J.C. Penney that the retailer is trying to distance itself from can still be readily found online. The witty but racy ad, apparently made by Epoch Films for ad agency Saatchi & Saatchi in the vein of a recent J.C. Penney ad campaign, but possibly after hours, depicts two teenagers practicing how fast they can put their clothes on, with the implication that they are preparing to have sex.

J.C. Penney has “instructed Saatchi to take any action it can to have the ad removed from the Internet,” according to the Wall Street Journal. So in case that actually starts to happen, here are some places to look to see it for yourself:

You can still find the ad on the Cannes Lions site, as it took bronze in a retail stores division of the advertising festival. A downloadable version is here. Multiple versions on YouTube are here, here, and here, for instance.

Saatchi’s official statement, from the comments:

“Saatchi & 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.”

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  1. DiGennaro Communications Tuesday, June 24, 2008

    DiGennaro Communications is issuing this statement on behalf of Saatchi & Saatchi.

    “Saatchi & 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.”

  2. I understand why JCP would not want that message out there. But to be really real… if you give two teens the opportunity, they will take it.

    Parents need to stop being naive. Little Billy is not interested in that TV show, he’s interested in….

  3. Trying to Get the Genie Back in the Bottle | Mark Evans Tuesday, June 24, 2008

    [...] retailers advertising agency, Saatchi & Saatchi, produced an interesting ad that shows two teenagers timing themselves on how quickly they can get dressed. The subtle message [...]

  4. Trying to Get the Genie Back in the Bottle | Mark Evans Tuesday, June 24, 2008

    [...] retailers advertising agency, Saatchi & Saatchi, produced an interesting ad that shows two teenagers (a boy and a girl) timing themselves on how quickly they can get dressed. [...]

  5. Mark Schoneveld Tuesday, June 24, 2008

    They’re probably secretly happy that it’s going viral. For that matter, this is probably an orchestrated effort.

    What, me jaded?

  6. Roseann Humphrey Tuesday, June 24, 2008

    The Speed Dressing ad is amazing…creative, contemporary, and thought-provoking. Why in the world would JC Penney be upset with all of the attention this ad is attracting. Hey, maybe this was the plan! Kudo’s to the creators of Speed Dressing.

  7. Doug’s Dynamic Drivel » Quick Change Artists Tuesday, June 24, 2008

    [...] Here’s the ad that J.C.Penny did not want you to see (background info here) [...]

  8. 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.

  9. steveking121 Tuesday, June 24, 2008

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  10. News About Tech from all around the world » Mock Outrage Over An Ad You Paid For? Reverse Streisand Effect Wednesday, June 25, 2008

    [...] any action it can to have the ad removed from the Internet.” Uh huh. And now, suddenly, that ad is all over the internets. The whole thing smacks of mock outrage with a demand to takedown content knowing that it will only [...]

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