The Controversial JCPenney Speed Dressing Viral

This spot won a Lion at Cannes 2008. But why did client (JC Penney) and agency (Saatchi & Saatchi) disavow it?

Watch it and see for yourself.


Question:

do you think this really was
A. an unauthorized, unsolicited video --

or

B. a video created by them for the specific purpose of entering into the awards shows, creating some PR/Buzz/news articles, in the hope of enticing enough people to take a second look at JCPenney?


I think it's B. Bad idea though.

JCPenney -- What good does it do your brand?

Parents -- What do you think of JCPenney now?

... BUT, more importantly,

Teenagers -- what do YOU think of JCPenney now?