Wednesday, August 13, 2008

Co-opting the Breakfast Club

I've noticed and listened to a lot of discussion about JCPenney's ad features the teen models/actors in scenes reminiscent of the 80's classic John Hughes movie The Breakfast Club lately.

The comment mostly commonly made is that teens today aren't going to "get" the connection to the movie or find it cool.

Of course they won't! I mean, maybe some of them HAVE seen the movie, but they're still not going to make the leap that JCPenney is cool from that commercial. Want to know why?

They ARE NOT the target audience of this commercial. Parents that were teens when the movie came out in theaters are!

The line of clothes featured in the ad is geared towards an age group of teens that still has their parents shop with them and purchase their clothes. If JCPenney can convince the PARENTS that their store and these clothes are cool, then the parents will shop there for the teens. So the commercial is supposed to appeal to the older folks' (yes, we are now) memory of cool. Trigger it and you trigger the credit card.

I admit I squealed a little inside at the blob-like sculpture Judd T. climbed so many years ago and the Pixie Sticks on a Capt'n Crunch sammie. If this commercial was for toddler clothes, I'd be willing to go check out those clothes. But I'm very impressionable.

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