A spot for J.C. Penney recently won a Bronze Cannes Lion, great right? Except for the fact that the brand had no knowledge of the spot whatsoever. They were not happy about it either. The creators of the spot, former employees at J.C. Penney's agency Saatchi & Saatchi, said that they had never pitched the spot while at S&S because it would be considered off-brand.
This really makes me wonder...what does the JCP brand represent? In my mind it's cheap, generic, department store crap. The spot in the spotlight does a beautiful job showcasing the clothes in a very casual manner. It's totally different from the stupid models you typically see picnicking and skipping in clothing spots. It maintains a sexy yet bored suburbanite nature in regards to both the clothes that JCP sells and the consumers who wear them.
Check out the article in AdAge.com: http://adage.com/cannes08/article?article_id=127961
This entry into Cannes is a pure example of advertising being produced as art, not for sales.
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