Have you seen this ad? Are you horribly offended by it? Or do you think it’s corny, and not very good? Do you shop at J.C. Penney? J.C. Penney, if you’ll remember, was recently put on trial by the Internet for selling a shirt for girls that said “I’m too pretty to do homework.” People did not like that one bit and told them so, and the company pulled the shirt, and apologized, saying “This is not what we stand for.” Flash-forward to this commercial, which was originally uploaded in June and Copyranter posted about today, asking “Have you seen this ridiculously sexist JC Penney commercial yet?”
We’ll take a moment to explain the ad, though it’s pretty obvious what’s going on. The scene on the left is from Fast Times at Ridgemont High, an ’80s classic, in which the character played by Judge Reinhold masturbates to a fantasy of the character played by Phoebe getting out of the pool and taking her bikini top off. Fine, even hilarious in a high-school-awkward way in a movie, but kind of icky in a commercial, huh? The scene on the right are some clothes for men by Van Heusen. The “undertones”: Men like teenaged boobies, and hate shopping! So…look at teenaged boobies instead! Win-win.
But we’re noting some consistency with branding here. This commercial assumes about men what the “too pretty” tee does of teenaged girls — they are dumb, and kind of shallow, and would rather look at anything but homework, which we suppose in some weird stereotype world is the equivalent of “shopping” for men.
The one thing this doesn’t do is make us want to buy men’s clothing from J.C. Penney, so we guess it’s a lose-lose on that count.
We’ve contacted J.C.Penney to see if they have anything to say about this one.