JC Penny Video | ScribeMedia.org

JC Penny Video

by Peter Cervieri on June 30, 2008 in Peter's Beard

Who created this JC Penny youtube video? Saatchi & Saatchi, the JC Penny agency? With JC Penny’s blessing? A rogue post by the Saatchi & Saatchi creative team that wasn’t approved by the JC Penny customer? Or some random aspiring filmmaker?

If it wasn’t created by JC Penny, it offers us a chance to bring up a bigger question. How does a brand control the message about their brand? “They can’t anymore,” says Erin Byrne in today’s episode of our live WebTV series, Naked Media.

You influence the message by participating. If JC Penny had nothing to do with this ad, they should embrace the conversation stream below the video.

Anyone know who was behind the video?

The full Naked Media episode will go online shortly. We’re mid-show right now.

Peter Cervieri is co-founder of and Director of Business Development for ScribeMedia.Org. He has many fetishes. Among them is collecting business cards.

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July 02, 2008 at 6:08 pm, You Can’t Have it Both Ways | MediaBytes with Shelly Palmer said:

[...] strategists, he for Ogilvy, she for Burson-Marsteller. We watched the Bronze Lion-winning but fake JC Penney ad that has finally been removed from YouTube after getting hundreds of thousands of views. The [...]
July 07, 2008 at 11:18 am, elo said:

I definitely agree that it’s harder for a company to control its brand image than it used to be. But the fact that this is the first time many of us have been reminded of JC Penny in 10 years..suggests that JC Penny hasn’t been very proactive about their brand, leaving them more vulnerable to how others choose to brand them. Dr. Tantillo (”the marketing doctor”) argues that this videos is negative for their brand (http://clicked.msnbc.msn.com/archive/2008/06/30/1175629.aspx?CommentPosted=true#commentmessage) – I think it’s pretty lucky though….although I would never associate a clever/modern video (albeit a controversial one, inadvisable with a conservative consumer base) with a store like JC Penny..

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