The short story: The racy video titled ‘Speed Dressing’ features a pair of teens timing themselves to see how fast they can get dressed before the doorbell rings seemingly simulating an all too familiar scenario most teens (and even adults!) have faced. At the end of the video the teens then tell the girl’s mother that they are going in the basement to watch a movie while text appears saying “Today’s the day to get away with it.” Critics say the ad is condoning teen sex. Proponents are saying JcPenney obviously does not get viral marketing and that this video has gained more chatter amongst the coveted teen target market than ever before for the brand. Apparently the ad is being said to have been produced by a vendor hired by JcPenney, Saatchi & Saatchi but they seem to be denying this claim. I am interested to see who claims responsibility for authoring this video.
Brand hijacking? Elaborate PR stunt geared at going viral? Thoughts?
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Filed under: Uncategorized , J. C. Penney, JcPenney, PR 2.0, Saatchi & Saatchi
