JCPenney can’t forget about "The Breakfast Club"

me, syracuse ny — Tue, 12 Aug 2008 00:41:25 GMT

I hate, hate, hate this ad. It makes me ill. It takes everything great about the Breakfast Club and perverts it to sell clothes. I can't wait until it is off.

JCPenney can’t forget about "The Breakfast Club"

Stephanie, Hanover, PA — Tue, 12 Aug 2008 01:39:17 GMT

I loved the ad. I'm 47 and have seen the movie countless times, so I definitely got the reference.

JCPenney can’t forget about "The Breakfast Club"

John Osborne, San Diego CA — Tue, 12 Aug 2008 03:02:44 GMT

This ad is complete and total BLASPHEMY!!!!!!

JCPenney can’t forget about "The Breakfast Club"

Molly Y, Dallas, Texas — Tue, 12 Aug 2008 03:47:25 GMT

I completely agree with this article. When I saw this JCP commercial I was shocked. The clothing the teens were wearing did not really correspond to the characters in the original movie. Just watching these kids renact a classic 80's movie that is before their time made me cringe with disgust.

JCPenney can’t forget about "The Breakfast Club"

K.M. Charleston, SC — Tue, 12 Aug 2008 11:55:23 GMT

I think the person who wrote this has some negative agenda with JC Penney. I love the ads, and most importantly, I LOVE JC Penney. They really care about their customers and their employees, they have superb customer service, amazing sale prices, and quality clothing. I also recieve mailers and coupons about once a week from them! It's the only department store I shop, and it's the first place I go when I'm looking for clothes!
And if we are going to complain about ads.. give JC Penney a break. At least I'm not seeing any cleavage or sex innuendo which seems to hit me every time I see teen clothing advertised. Thank you for NOT hitting me with this JC Penney!
And maybe some teens who haven't seen the Breakfast Club can become educated on this great classic. Even if they don't get the reference or it doesn't spark a conversation, it will still very much appeal to youth because they love just hanging out, even if it is in a library!

JCPenney can’t forget about "The Breakfast Club"

Adrian C., NJ — Tue, 12 Aug 2008 11:59:36 GMT

I completely agree...the ad is a stretch unless they're true target audience is "mom" because she does most of the paying. However, the true crime with this ad and many others recently is the "viral" aspect of it. They make it seem like a new tv show at first to gain your interest only to let you down by announcing JC Penny at the finale. Viral marketing is a gateway tactic. Pretty soon we will be bombarded by subliminal ads and the line between entertainment and marketing will be blurred forever...and while now this style of marketing may make ads more fun to watch or humorous and in many instances earn their creators a cleverness nod, i assure you it is the beginning of the end for true, un-biased entertainment.

JCPenney can’t forget about "The Breakfast Club"

Ben, Indianapolis, IN — Tue, 12 Aug 2008 12:33:45 GMT

Your out of touch. JCPenney has a great ad with The Breakfast Club. Sure, maybe not every teenager or tween is going to understand it, but some will. It's a fun ad, period. I don't think it's weird at all. Maybe we can just enjoy a decent creative idea once in awhile.

JCPenney can’t forget about "The Breakfast Club"

Beth Coley, Trumbull, CT — Tue, 12 Aug 2008 13:13:46 GMT

To be honest I was offended. This movie was important to me, my teen years growing up in the 80s. It is sacred and should not have been used for marketing JCPenney. Next thing you know a major appliance will be named Blaine and kids will be nicknamed Duckie!

JCPenney can’t forget about "The Breakfast Club"

J, florida — Tue, 12 Aug 2008 13:24:27 GMT

It's a great ad, its funny, and you don't seem to remember who is paying for the clothes these kids buy.

JCPenney can’t forget about "The Breakfast Club"

sharonl7340, Grant, AL — Tue, 12 Aug 2008 13:36:50 GMT

When I first saw this ad, I didn't know how to react. First off, I actually recognized it as the Breaskfast Club (does that make me old?)and second, what does that say about me? I am not real sure what Penney's wants to convey with this ad but the music was good and it did look like the scenes from the movie.

JCPenney can’t forget about "The Breakfast Club"

just a consumer — Tue, 12 Aug 2008 13:39:38 GMT

On the other hand, maybe the ad did precisely what it was meant to do...grab attention. I'm no advertising maven, but even I can see that comparing a 30 second spot to a 90 minute movie will leave out some things. DUH! Every kid wants to be different, just like everyone else, and yet wants to be included. This was also a story in the Breakfast Club. Hmmm. Kids shopping at Penny's so that they can look just like their peers. Yep. They hit the mark. Seems like cute stuff (dancing, makeup etc) was used to good effect. What did you expect? Dirty jokes in the crawl space? I guess time will tell (ok, consumers will tell) if the ad worked. Just because teenagers may not get the connection to the move doesn't mean their parents won't. You remember parents? The ones with the money to buy school clothes.

JCPenney can’t forget about "The Breakfast Club"

P Duncan — Tue, 12 Aug 2008 13:46:36 GMT

I'm almost embarrassed to say that, until I read your article, I had no idea this was an "homage" to The Breakfast Club"...because it bears no resemblance to it. And I was in my 20s when the movie came out, and have seen it several times...it's as similar to the movie as chicken eggs are to caviar.

BTW, I thought the 3 guys dancing was a reference to Van Halen's "Hot for Teacher"...didn't they dance like that in that video?

JCPenney can’t forget about "The Breakfast Club"

Tundro — Tue, 12 Aug 2008 13:49:13 GMT

That's not Simple Minds performing "Don't You Forget About Me" but some lame hack band that can't get it own songs published.....

JCPenney can’t forget about "The Breakfast Club"

Marie — Tue, 12 Aug 2008 14:09:29 GMT

Yes, THANK YOU for commenting on this ad. It completely took me by surprise and I was also wondering how relevant it would be to todays "tweens"...a word that didn't exist when we were that age :)

JCPenney can’t forget about "The Breakfast Club"

Amy, Denver — Tue, 12 Aug 2008 14:09:42 GMT

My kid, 13 grabbed the reference right away. If you haven't noticed they (our kids) are into the 80's thing again. It is something that we laugh about and has opened up conversations. How long has it been since a 13 year old girl could ask her mom to help with teasing her hair or about how to wear skinny jeans? It's great and maybe they are actually paying attention to those of us who live in the real world not in New York or California!

JCPenney can’t forget about "The Breakfast Club"

Kelly, Syracuse, NY — Tue, 12 Aug 2008 14:17:35 GMT

"Here’s the first problem with the campaign: "The Breakfast Club" came out 23 years ago, several years before this season’s back-to-school shoppers were even born. While it can be fun to go retro, we have to wonder whether some people who see the ad simply won’t get the reference."

Here's the problem with the above criticism: the primary target market is not high schoolers. It is the parents who will be shelling out the money for the back-to-school clothing. The secondary market is not high schoolers, either. It is upper grade school and middle school level children. These are the kids who watch shows and movies (retro and current) and fantasize about how cool it will be when they're in high school. Actual high school aged kids are looking at shows and movies about college kids or young working adults and projecting their own "How cool is that?" fantasy upon them.

"Second, JCPenney apparently doesn’t truly get the reference, either. The core message of "The Breakfast Club" -- that it’s OK to be weird and different, and that, in fact, most people are weird and different at heart -- goes squarely against the idea of going to a big department store and buying mass-produced clothes that make you look just like every other kid in America."

Obviously, if you're a big, homogenous department store, you want to project an image of individuality and uniqeness. And if anyone thinks that the majority of school kids aren't looking at everyone else's clothing to make sure they're all conforming to the norm of their area and school, then you need to spend a month under cover in a local middle school. You'll be wearing the approved uniform in no time.

JCPenney can’t forget about "The Breakfast Club"

spencer wilson — Tue, 12 Aug 2008 14:20:50 GMT

Monday morning quarterback...lets wait for the results- increase or decline in sales then pick on the theme

JCPenney can’t forget about "The Breakfast Club"

Freddy — Tue, 12 Aug 2008 14:21:52 GMT

It's not that bad of a campaign, but JCPenny is not cool. Kids know that their fashions are just knock offs of other brands.

JCPenney can’t forget about "The Breakfast Club"

yeahright, chicago, IL — Tue, 12 Aug 2008 14:30:58 GMT

I thought the Breakfast Club was about how kids in an upscale Chicago suburb still maintained separate identities in spite of their bland community/school. But kids in Northbrook, IL, wouldn't be caught dead wearing JCPenney clothes and there's no JCPenney store nearby. This add, like JCPenney, is for clueless hicks.

JCPenney can’t forget about "The Breakfast Club"

Dave, Marietta, PA — Tue, 12 Aug 2008 14:35:37 GMT

Kelly from Syracuse nailed it - the audience is adults, not kids. Adults who can't afford to shop Abercrombie, but can swing JCP. Adults who loved The Breakfast Club in the 80's and get warm and fuzzy subconsciously when we see the add.

Sadly though, all the criticism about the thematics is right - the movie was an attack on consumer culture and the "sameness" that is projected onto teens by parents and schools and stores, etc.

JCPenney can’t forget about "The Breakfast Club"

Elixa Kupprios, San Juan, PR — Tue, 12 Aug 2008 14:39:53 GMT

Well, you have to give JCPenney credit for making an ad that breached the generation gap. Me (and my 'tween) watched the ad and I was so surprised, I explained to him what the hoopla was about... we ended up watching the movie; and I explained what the concept behing both movie and ad were about. So,
thanks JC Penney, for the opportunity to talk to my son in the context of something we could both share.

JCPenney can’t forget about "The Breakfast Club"

chrissa.rose, Chillicothe, Ohio — Tue, 12 Aug 2008 14:51:07 GMT

"...And these children
that you spit on
as they try to change their worlds
are immune to your consultations.
They're quite aware
of what they're going through..."
David Bowie

Dear Mr. Vernon: We accept the fact that we had to sacrifice a whole Saturday in detention for whatever it was we did wrong. But, we think you're crazy to make us write an essay telling you who we think we are. You see us as you want to see us: in the simplest terms, in the most convenient definitions. But, what we found out is that each one of us is: a brain . . .
And an athlete . . .
And a basket case . . .
A princess . . .
And a criminal.
Does that answer your question? Sincerely yours, The Breakfast Club.

These are the two quintessential "quotes" from the movie. Why not look at the JCP ad and put it in that perspective? I thought the ad was funny. I think it offers an opportunity for parents to tell their kids about the movie. I also think that it is the perfect thing to remind parents that they were kids once and the things they felt then that made them relate to the movie, their kids are likely feeling right now. It allows them to relate to their kids. I am not a parent but I am sure that parents sometimes get caught up in the stress of everything and start to act a little like Mr. Vernon.
Above all, what I think is that this is a back to school AD. It's not a new policy initiative that will change all of our lives. There are other things in this life that are more important than this.

JCPenney can’t forget about "The Breakfast Club"

Shannon — Tue, 12 Aug 2008 14:51:08 GMT

You people need to get over it. Breakfast Club is no Gone With The Wind. It's a movie about teens and the ad is selling clothes to teens. And give teens a little more credit My 14 and 18 year old have seen the movie and have spent enough time in front of the tube to get the 80's. Compared to most TV ads, I found it entertaining - isn't that the point of advertising? To get your attention?

JCPenney can’t forget about "The Breakfast Club"

Debra McCauley, Knoxville TN — Tue, 12 Aug 2008 15:10:53 GMT

I noticed right off the bat that this was the Breakfast Club reference and wondered "Why?" It doesn't correlate with the movie.

JCPenney can’t forget about "The Breakfast Club"

David Batten, El Paso, TX — Tue, 12 Aug 2008 15:19:36 GMT

I have never seen the breakfast club. I think the commercial is pretty decent. I like that JC Penny is not trying to sell revealing clothing to young people as so many advertisers are. The message about the clothes is weak as the main point is the breakfast club reference. I doubt sales will climb that much due to the ad.

JCPenney can’t forget about "The Breakfast Club"

Steve Shumate — Tue, 12 Aug 2008 15:32:03 GMT

I agree with the reviewer. The first thing I thought when I saw the ad was - "What kid is even going to know what they are referencing?" Apparently with the comments above, some did get it, but I have to think those kids are in the minority who are going to get references to a 23 year old movie.

For those who thought the ad was aimed at adults - I think that was a risk. That movie was important to a lot of people who grew up with it. Although it may seem trite today, at the time it was very important to me. I imagine that just as many people familiar with it would be offended as would think it was funny or be drawn into it.

Personally, with this ad, and the latest conscription of "Jenny Wore Black" by Men Without Hats to sell Ritz Crackers, I think I know kind of how the earlier generation felt when Nike started using John Lennon's songs to sell sneakers. I didn't think it was funny, and it didn't draw me to the product. It just made me feel that eventually, marketing eats everything, and that nothing is sacred. It made me feel more cynical, as if they were trying to manipulate me. I'll grant that is the purpose of marketing. But it felt pretty heavy-handed to me here.

JCPenney can’t forget about "The Breakfast Club"

Robert A. Huxley — Tue, 12 Aug 2008 15:50:13 GMT

This movie is one of my 17 year old daughter's all time favorites, and the add really caught her attention.

JCPenney can’t forget about "The Breakfast Club"

David VIne, Eastampton, NJ — Tue, 12 Aug 2008 15:50:42 GMT

Hey, K.M. from Charleston, I don't know what planet you live on but it's obvious you never worked at JC Penney (or retail). I do and they treat us like crap.

JCPenney can’t forget about "The Breakfast Club"

Frank Boley Washington IL — Tue, 12 Aug 2008 15:53:29 GMT

My girls 13 and 10 ends love this ad and now love the Breakfast Club movie . They were in JC Penneys on Saturday with their mom for back to school clothes. I have not seen the bill but the bags were full.

JCPenney can’t forget about "The Breakfast Club"

Doug, Richmond Virginia — Tue, 12 Aug 2008 15:54:54 GMT

Great add. If you have not noticed, the kids today are reliving the 80's. With their prepy shirts with the collar up and the untied high-tops. Even if the kids dont grasp the reference to Breakfast Club, this ad brilliantly plays the nostalgia card for the parents who, like other bloggers have mentioned often take the kids shopping.

JCPenney can’t forget about "The Breakfast Club"

Mark, Fairfield, CT — Tue, 12 Aug 2008 15:55:02 GMT

I understood that the commericial was aimed at parents. While The Breakfast Club is one of my favorite movies, its not the end of the world. By the way, BMW has a commerical where it points out its part in pop culture by showing the scene with Blane and Andie kiss in front of the car in Pretty in Pink. I think if you want to blame anyone, blame John Hughes.

JCPenney can’t forget about "The Breakfast Club"

Stephanie Mayfield Columbus, OH — Tue, 12 Aug 2008 15:57:28 GMT

When my husband and I first saw this ad, we both said, "BOOOO!" We are "40-somethings" and we loved The Breakfast Club. We wished JCPenney hadn't used this movie to target today's teens. Bottom Line: Bad idea!

JCPenney can’t forget about "The Breakfast Club"

Joe, D.C. — Tue, 12 Aug 2008 15:58:05 GMT

Hello....Mcfly?

My guess is you don't watch a lot of TV. 80's pop movies are on quite a lot.

The commercial connects on two levels.
The first is with the parents who were most likely teens when BC was popular.

Two, most tweens\teens that I have contact with know\love\watch movies like Breakfast Club and Ferris Bueller's Day Off any time they are on network television.

OK, maybe if your kid is 8 they won't get the connection.
But come on, it's a great bit of marketing.

JCPenney can’t forget about "The Breakfast Club"

Jessica, Gilbert AZ — Tue, 12 Aug 2008 16:05:52 GMT

I didn't like this ad either. Like the article mentioned, the majority of kids who see this are going to have no idea what the Breakfast Club is and is not relevant to the pop culture of today.

JCPenney can’t forget about "The Breakfast Club"

LG, Greensboro, NC — Tue, 12 Aug 2008 16:09:02 GMT

The first time I saw the ad, I commented to my husband that it would be interesting if they showed the part where the kids sneak off to get high in the custodian closet.....I don't think that part of the scene where they are running in the hallway was considered and anyone who has seen the movie will know that. I don't really like or dislike the commercial, I'm not the target consumer at all (age 50 with grown kids, but I did find the reference amusing, although a bit lame.

JCPenney can’t forget about "The Breakfast Club"

Brian Ralph Johnson — Tue, 12 Aug 2008 16:27:27 GMT

Kelly in Syracuse. The core message of "The Breakfast Club" is more than --"It’s OK to be weird and different". The move teaches that if you are a Jock, a Prep, a Slacker or a Book Worm you can find common ground. In this case JCP is stating that this common ground can be their clothing.

JCPenney can’t forget about "The Breakfast Club"

Casey-Cleveland — Tue, 12 Aug 2008 16:32:08 GMT

I think that JC Penney did an AMAZING job! I love this ad. While I am too young to have seen the breakfast club when it first came out, I have seen the movie over and over again. JC Penney used the fun energy that is universal accross gen X Y and Y and cashed in $$. Its a 30 second comercial.. do we really need to worry that the "message of its okto be an individual" got lost?? I think not. The comercial makes me want to go back to school shopping... and I graduated in 1998.

JCPenney can’t forget about "The Breakfast Club"

80s Teen — Tue, 12 Aug 2008 16:43:23 GMT

What's so creative about yet another sequel of something? Would almost be willing to bet the next advertising campaign will be Hot Topic doing a rip-off of the "White Wedding" video from Billy Idol...

JCPenney can’t forget about "The Breakfast Club"

Jimmy Carville — Tue, 12 Aug 2008 16:51:03 GMT

the number of comments on this ad is a testiment to its success, even if it angered you

JCPenney can’t forget about "The Breakfast Club"

Joy — Tue, 12 Aug 2008 17:03:10 GMT

Can't we just like something because it makes us remember a special time in our lives, dare I say a simpler time? Yes, I saw The Breakfast Club (one of the first movies my husband and I went to together when we were dating), no the JC Penney ad is not a perfect hommage to the movie, probably a large portion of teens ( of which I have some) may or may not get the reference ---- and most certainly depending on how the wind is blowing that day will or will not give a sh_t! How about we don't over analyze every bit of our lives and just grin at a memory and keep on sweeping up the dog hair or getting ready for work or whatever our very own Mr, Vernon has sentenced us to....

JCPenney can’t forget about "The Breakfast Club"

Joseph, Pittsburgh, PA — Tue, 12 Aug 2008 17:04:21 GMT

This ad was pathetic and pointless. I feel I lost brain cells just watching it. I grew up with the "Breakfast Club" and this "parody" is disgusting. I shop JCP and I feel the ad group that thought this up and the exec that approved it should be fired on the spot.

JCPenney can’t forget about "The Breakfast Club"

SD, Baltimore — Tue, 12 Aug 2008 17:14:28 GMT

I agree with Casey. It amazes me that people are so critical over a TV ad. I am in my 30's and saw the Breakfast Club and picked up on that hint in the TV ad. I actually love the commercial. As a teacher, it shows the "quirkness" of high school students and the realities that school is about to start again.

JCPenney can’t forget about "The Breakfast Club"

Sarah — Tue, 12 Aug 2008 17:33:07 GMT

I saw this commercial, but I really didn't pay any attention to it because my family, like many others, can't afford to shop at JCPenney.

I too worked at a JCPenney years ago. They may care about their customers, but their employees do get treated like crap. Also, if someone works at JCPenney, they can't afford their clothes either, even with the employee discount.

JCPenney can’t forget about "The Breakfast Club"

Lalas — Tue, 12 Aug 2008 17:48:02 GMT

Shannon... you're half right, but BC was OUR Gone w/ the Wind. It was one of the best teen movies of the 80's. Kelly summed it up pretty well too. I think it's a winner. It took me back to those mutant days of my youth that I'm glad I lived through and don't have to live through again :-) However... I'll be sick of it next week.

JCPenney can’t forget about "The Breakfast Club"

just a consumer — Tue, 12 Aug 2008 17:48:09 GMT

I guess the ad did its job. Look at all the attention and comments it received. Way to go!

Now, what was the effect on those sales figures?

JCPenney can’t forget about "The Breakfast Club"

Crystal, Cullman, AL — Tue, 12 Aug 2008 18:22:56 GMT

My husband and I were discussing this commercial last night after he saw it for the first time. The two of us agree that The Breakfast Club is a classic movie and should not be stooped to sell clothing that there is no way our teenager would be caught wearing. I would be equally upset if Gone with the Wind or To Kill A Mockingbird was turned into commercial garbage. My oldest son, 14, watched The Breakfast Club with me the first time over summer break and did pick up on the reference, and loved it. He also said there is no way he would wear their crappy clother. As a side note, I worked for JCP for 2 years while in High School and they do treat their workers like crap, especially if an "associate" doesn't push and collect enough credit card applications!

JCPenney can’t forget about "The Breakfast Club"

Bob — Tue, 12 Aug 2008 18:44:47 GMT

Super Fun! Love the movie and love the ad!

JCPenney can’t forget about "The Breakfast Club"

PK, Cleveland, Ohio — Tue, 12 Aug 2008 19:04:15 GMT

"Yo! You can't flame up in here". One of the best movies ever. The ad worked for me, it reminded me of how much I loved the movie...I think we'll rent it this weekend.

JCPenney can’t forget about "The Breakfast Club"

Brian, Georgia — Tue, 12 Aug 2008 19:21:04 GMT

This ad obviously is designed to get the attention of the parents. Many parents who grew up in the Breakfast Club era have kids that age now. Just a bit of nostalgia to get parents to open up their wallets.

JCPenney can’t forget about "The Breakfast Club"

MW, Lubbock, TX — Tue, 12 Aug 2008 19:40:06 GMT

Recently my husband and I (both 55) saw the ad before the movie "Dark Knight." We enjoyed it, but we were about the only two in the theater who got it. None of the young people could relate it to anything they had seen. Maybe their moms might, but they weren't at the movie with their kids. I asked my student assistant (20) if she knew the movie, but she had only watched bits of it on TV. Didn't know the plot or signficant scenes that were aped in the ad. I think JCP really missed the boat on this one, but I'll withhold judgment until I see the sales figures.

JCPenney can’t forget about "The Breakfast Club"

Joanne — Tue, 12 Aug 2008 19:46:16 GMT

My 17 year old son loves The Breakfast Club and was horrified by the commercial-JCP you now have some one who will NEVER step a foot inside your store! LOL!

JCPenney can’t forget about "The Breakfast Club"

Miguel Gomez Neosho, MO — Tue, 12 Aug 2008 19:50:50 GMT

The Breakfast Club was just a movie. The J C Penny ad is just an advertisement. How can you take any of it seriously?

JCPenney can’t forget about "The Breakfast Club"

Lu, Los Angeles, CA — Tue, 12 Aug 2008 19:53:19 GMT

Am I the only person who's seen the ad who thinks it's a third-rate, poorly performed, hackneyed copy of the original? If you're going to rip off a classic, ya gotta either match it or top it with your own unique spin. The only thing JCPenney's saying to me is, they're selling s really lousy product.

JCPenney can’t forget about "The Breakfast Club"

Wendy — Tue, 12 Aug 2008 19:54:22 GMT

First of all, this ad is obviously a huge success. Look how much we're talking about it -- how many back to school ads get this much attention? Secondly, I think it's funny. Whoever came up with this idea should get a raise.

JCPenney can’t forget about "The Breakfast Club"

Ben Cook - Memphis, TN — Tue, 12 Aug 2008 19:54:45 GMT

As the father of a twin boy and girl, I have enjoyed watching movies over the years with them that were my movies from the 80's - Ferris Bueller being their most favorite of them all. When I saw this commercial, it didn't make me want to jump up and go shopping at JCP so as to max my card or wear out any savings account, but it did attract my ears/eyes to the cool re-make of the Simple Minds song that I loved as a teenager and then to also enjoy the use of the movie in their sales pitch. Yes, I could sit here and shout about how everyone and every band has sold out to the mighty power of the dollar by lending their "art", but this was a unique ad, it caught my attention and I give it to the creator's that were able to not only appeal to the kids, but also to the parents now holding the dollars and who also happen to have been the kids that enjoyed this movie and song. I wonder how many who watched this commercial rushed to Netflix or Blockbuster and reserved a copy in their que of the movie in hopes to share it with their kids - they need to pay JCP a portion of their rental profits gained as a result? Kudos to the advertising team at JCP on all fronts here!

On another note and I forget the company using the song, but The Beatles "Dear Prudence" is now being used in a sales picth without the song revealing the title in the newly composed version. It caught my ears and I kept singing along for the title words to appear in the song, but it wasn't there and ultimately, the commercial left me with the song in my head and rushing for my vinyl White album copy so I could listen and be relieved of it. :)

JCPenney can’t forget about "The Breakfast Club"

Terry E Dallas Texas — Tue, 12 Aug 2008 19:55:03 GMT

Really and truly who cares! It is just a commercial nothing more and nothing less...let...it....go....people

JCPenney can’t forget about "The Breakfast Club"

Jules, Rockford, IL — Tue, 12 Aug 2008 19:59:32 GMT

The ad (a 2-letter word and most of you still can't spell it???) is a cheap rip-off with a terrible cover of a decent song. it doesn't make me nostalgic, just sad that nobody has any original ideas or seems to care about getting it right. I don't care if you want to reference a great movie, but then get the characters and themes right!

JCPenney can’t forget about "The Breakfast Club"

Ryan, Los Angeles, CA — Tue, 12 Aug 2008 20:01:33 GMT

Something that seems to have eluded the producers and JCPenney is that reason the "CLUB" was running through the halls in the movie was to avoid getting caught by the principal after they went to get the marijuana from Judd Nelson's locker...As would think they'd prefer to avoid any association with that concept.. unless they are saying you'd have to be high to shop at JCPenney!

JCPenney can’t forget about "The Breakfast Club"

Chicagoland — Tue, 12 Aug 2008 20:02:45 GMT

Re: Yeahright Chicago,

Not everyone can afford the sleazy how much do you charge ho look. Some kids actually would like to dress decent and there parents are happy for that. JC Penney has reasonably priced clothing and good sales. Their American Living collection line has some nice clothing. Just because you are able to afford better priced clothing take a look at the tag. I am pretty sure it wasn't made in the good ole USA.

JCPenney can’t forget about "The Breakfast Club"

Lee, New York, NY — Tue, 12 Aug 2008 20:04:59 GMT

Love the commercial. It was very well done. Quite honestly, in comparison to the other advertisement out there, it is quite refreshing. My wife and I got the reference immediately. I feel that it is original and it does appeal to those of us who actually pay for the clothes. Most importantly, it achieves the goal it set out to do - it got all of us taking about JC Penny. Isn't that the point? I heard two people discussing the ad in the train this morning. I would also like to point out that 80s cloths, music and nostalgia are back in fashion.

JCPenney can’t forget about "The Breakfast Club"

Dawn - Chicago suburbanite — Tue, 12 Aug 2008 20:06:22 GMT

To those who criticize JC Penney for being a cheap store for hicks. Not everyone can afford the sleazy how much do you charge ho look at the more expensive stores. Some kids actually would like to dress decent and there parents are happy for that. JC Penney has reasonably priced clothing and good sales. Their American Living collection line has some very nice clothing. Just because you are able to afford better priced clothing take a look at the tag. I am pretty sure it wasn't made in the good ole USA.

JCPenney can’t forget about "The Breakfast Club"

jerry, natrona heights, pa — Tue, 12 Aug 2008 20:12:25 GMT

While I do find the ad a bit on the boring side, I just wanted to throw in that dressing "normal" doesn't mean that you're not an oddball. I find it corny that people go out of their way to make their weirdness into a social statement. Almost as boring as the commercial is to be honest.

JCPenney can’t forget about "The Breakfast Club"

Adam, Palo Alto, Calif. — Tue, 12 Aug 2008 20:15:40 GMT

Regardless of the rightness or wrongness of using something as beloved as The Breakfast Club in an ad hocking back-to-school stuff, the first time I saw it, I was walking out of the room, and it stopped me in my tracks. I came back in the room and watched the whole thing, and I even remember what company the commercial is for. I'd say it's pretty effective.

JCPenney can’t forget about "The Breakfast Club"

It's all good - tx — Tue, 12 Aug 2008 20:20:23 GMT

Get a grip people! (John Osborne, San Diego CA,me, syracuse ny & Molly Y, Dallas, Texas) @ least they're not cussing or making sexual innuendos! It's a decent commercial & Ur generation has the slighest idea of how to deal w/it! It's called-respect! The ad worked - take a close look @ Ur reaction! Ha-Ha!!!

JCPenney can’t forget about "The Breakfast Club"

Cassie Lueck, Bakersfield, California — Tue, 12 Aug 2008 20:21:27 GMT

Personally I think JC Penny hit the mark with this commercial. What is being failed to be recongized is that parents are the ones who buy their kids clothes. Yes, we all would like to think we let our childern be liberated in what they wear, but as parents, we drive our childern to the stores we want them to shop in. This ad is extreamly clever, it appeals to adults while showing trendy clothes that childern would want to wear. I think we need to give the JC Penny Marketing Department a little more credit.

JCPenney can’t forget about "The Breakfast Club"

Sue, Albany, NY — Tue, 12 Aug 2008 20:28:07 GMT

As a "mom" that has seen the movie countless times, I love the ad. I also see JCP trying to make a connection between this movie and the current trend of "musical" tween movies - as in the kids are much more "polished". On the other hand, my kids hate the ad, even though they have seen and love the movie. But they wouldn't think of wearing anything from JCP anyway.

JCPenney can’t forget about "The Breakfast Club"

tiffany, goodyear, az — Tue, 12 Aug 2008 20:29:33 GMT

If John Hughes were dead, he would be rolling over in his grave... Its obviously a successful ad because it has people talking (I certainly never noticed their ads before). However, it seems wrong to take such a great movie and use it to peddle cheap clothes. Tweens know Penneys isn't cool. Parents know its not cool. I really don't want such an awesome movie associated with something so incredibly uncool.

JCPenney can’t forget about "The Breakfast Club"

G. Valentini — Tue, 12 Aug 2008 20:41:02 GMT

Keep in mind that the parents of the kids in this commercial were the ones who this is targeted towards. The kids in this commercial would probably also wonder who Ferris Bueler and Duckie from Pretty in Pink were. Our generation remembers it well (both of us 38). If you hook the parents, you have won the battle.

JCPenney can’t forget about "The Breakfast Club"

Scott Orlando FL — Tue, 12 Aug 2008 20:45:14 GMT

I'm torn.... When I saw it it brought back a great movie but I also thought that I could have done that commercial and I'm not in advertising. Let's face it, it may be a great move for JCP because if you're a teen the last place you will go willingly to get your school clothes is JCP. Your mom will be taking you and that comercial will remind her of when she was in school and guess where she will take you... That's right JC Penny's. It may be corny but it also may be briliant.

JCPenney can’t forget about "The Breakfast Club"

Laura, Minneapolis, MN — Tue, 12 Aug 2008 20:52:02 GMT

It's irrelevant to kids and offensive to parents. Way to alienate all markets!

JCPenney can’t forget about "The Breakfast Club"

zoey zoe — Tue, 12 Aug 2008 20:53:00 GMT

I saw this ad for the first time in the movie theater, I thought oh no, they are going to try to remake the Breakfast Club, an all time classic movie, in my book. Then I realized it was a cheese-ball commercial for JCP.(kinda a relief) Nothing against JCP, I shop there, but BLECH! it was awful. Totally didn't hit the point the Breakfast Club was trying to make with teenaged angst and pressures. It was too feel goodie and not at all representive of what the 80's highschool era was like. But like some of the previous posts the point of the commerical might have been to get the attention of the actual clothes buyers (mom/dad) not the kids wearing them.

JCPenney can’t forget about "The Breakfast Club"

Cash, Seattle, Washington — Tue, 12 Aug 2008 20:57:52 GMT

"The movie teaches that if you are a Jock, a Prep, a Slacker or a Book Worm you can find common ground. In this case JCP is stating that this common ground can be their clothing."
@Brain Ralph Johnson: If that's true, isn't that a very superficial statement?

JCPenney can’t forget about "The Breakfast Club"

Keith — Tue, 12 Aug 2008 21:01:53 GMT

The movie was a rip off of the much better "Big Chill" so no problem with JCP coopting what was a painfully dull flick.

JCPenney can’t forget about "The Breakfast Club"

Adam from Dallas — Tue, 12 Aug 2008 21:01:55 GMT

This ad was aimed at the parents and not the kids. People who can remember when the Breakfast Club was originally released are in their late 30s or early 40s and children of their own. Parents want "cute" and generic models to wear JCP's clothes, because no parent wants to admit that they are now, 20 years later, the parent of the Loser, the Jock, the Princess, the Geek or the Weirdo. The ad targets the parents, not the kids.

JCPenney can’t forget about "The Breakfast Club"

JD — Tue, 12 Aug 2008 21:05:23 GMT

Here's my problem as a Gen X dad. I loved the movie and the theme song even more (the Simple Minds version, thank you), but I've always hated J.C. Penny since my mom made me shop at that depressing store as a kid. So I correlate "80's and "JC Penny" and think, blecchh.

I do think the actor kids nailed the dancing, though...

JCPenney can’t forget about "The Breakfast Club"

Hartford, CT — Tue, 12 Aug 2008 21:08:47 GMT

First of all, for all those who say they like the Commercial, and "get it", you are probably between the ages 35-55. The commercial is target for 14-17 year olds, who would most likely have no idea what the commercial is referencing to. Thus the effectiveness and marketability to the nostalgia factor is gone. If you're 35-50 years old, are you going to be buy these teen clothes? Hope not!

And I have to agree with all the comments above about the alienation of the movie premise versus the commercial appeal. If you disagree, the movie must have not applied to you, as some people loved being categorize in "chiqes."

This commercial achieve the condition much like when kids laugh at South Park and the Simpson's and for the stupid jokes, but do not understand the underlining social or political commentary that often goes over their heads. The result is a waste of time!

JCPenney can’t forget about "The Breakfast Club"

Deb M., Hollywood, CA — Tue, 12 Aug 2008 21:09:37 GMT

WORST AD EVER! I love the Breakfast Club and think this commercial is awful. I wouldn't usually shop at JC Penney anyway, but now I never will! Yuck!

JCPenney can’t forget about "The Breakfast Club"

Maggie, OP NY — Tue, 12 Aug 2008 21:12:20 GMT

I dont shop at JCP and although I love the movie the association to ro with JCP just isn't there. The only character that would have shopped at JCP to begin with was Brian...and most likely because MOM bought his clothes. Claire would have been more 5th Ave or Express so the whole point of the commercial is baseless...

JCPenney can’t forget about "The Breakfast Club"

Jonathan Boehman, Frederick, MD — Tue, 12 Aug 2008 21:12:57 GMT

My guess is this campaign was a concept that was probably great when it started and got watered down to what you see here. The commercial is just plain bad. The online effort is interesting, keeps you engaged, and is well-executed from every standpoint except meaningful storytelling. However, the reward (free ringtones of "Don't You Forget About me"--cool; and wallpapers of the actors--lame) is not initially made clear enough.

IMHO, the story is bland and about as vanilla as it comes. The reviewer got it right with that. There are even some slightly racist undertones in it (the black girl's dog is saved by the black guy--the only one willing to do so--and the hispanic kid is the bully set straight by the white jock). And they're all so pretty, and not very good actors. You can almost tell some of the actors think what they're doing is lame.

I don't think the Breakfast Club takeoff is so far fetched for kids to have seen it as the reviewer implies. It's on TV a lot, and it's a great movie with themes that will resonate with every generation. But if this rip-off had been done well, it would have transcended nostalgic references.

The Breakfast Club was a good story--this was not. It does not appeal to the emotions at all--at most it is "cute."

It's a spoof that's not a good spoof, and an homage that does not seem to "get" the original premise of the Breakfast Club.

I'm not sure "The Breakfast Club" is the right parallel for the JCPenney brand, but it could have been a good opportunity to connect with youth--who probably aren't going to want to get clothes there just because Mom does. There's no reason an ad has to target an audience exclusively if it can speak to the needs inclusively. I believe there may have been a better way to appeal to both the needs of parents and children.

I do think the interactive was well-executed technically, and was fun as well. But I suspect that more time spent on compelling storytelling, and less on finding good looking actors, would have helped this campaign a lot.

Still, I applaud JCPenney for trying here. It's a good effort, but I don't think they were willing to take any chances with the campaign, and it suffers for it.

I'm curious to know if they are actually getting *good* results from it.

JCPenney can’t forget about "The Breakfast Club"

Sharon G, Belleville, IL. — Tue, 12 Aug 2008 21:13:32 GMT

I loved the Breakfast Club movie, but I didn't like JC Penney doing this reenactment for their ad to sell clothes.
It's tacky.

JCPenney can’t forget about "The Breakfast Club"

Todd, Lexington KY — Tue, 12 Aug 2008 21:28:57 GMT

I'm somewhat disturbed to see how many posters say their kids have seen an R-rated movie. But I was disgusted with the ad, and the cover of the song is even worse.

JCPenney can’t forget about "The Breakfast Club"

TS, Miami — Tue, 12 Aug 2008 21:32:19 GMT

I hate, hate, hate this ad. Does corporate America have to pillage everything? What is next year's campaign going to be, a remake of Fast Times at Ridgemont High?

JCPenney can’t forget about "The Breakfast Club"

Molly — Tue, 12 Aug 2008 21:33:23 GMT

Wow. The way some people on this board have posted their disdain for this the ad because of a tribute to a John Hughes movie you would of thought somebody wee wee'd on the American flag. No, its just a silly commercial, folks. News flash to Allison Linn: Enough adults and kids alike have know enough about The Breakfast Club to understand the reference. We have Netflix, movie channels and it was just on TV last week. I'm sure plenty of kids have watched it.

JCPenney can’t forget about "The Breakfast Club"

Geoff, Los Angeles,CA — Tue, 12 Aug 2008 21:37:08 GMT

I am upset that they omitted the scene where they all get high... otherwise the ad is lame. Nobody under the age of 25 gets the reference and nobody over 25 shops at JC Penny.

JCPenney can’t forget about "The Breakfast Club"

Gigi, Houston, TX — Tue, 12 Aug 2008 21:37:10 GMT

I hate this ad. I feel completely ripped off. This was our generation's movie. There is no way that it fits into today's culture.

JCPenney can’t forget about "The Breakfast Club"

TR, Peabody MA — Tue, 12 Aug 2008 21:38:45 GMT

J C Penney must be doing something right because my 13 year niece and 11 year nephew just requested we shop there for back to school. Stop taking yourself so seriously, it was just a movie, a mild form of entertainment.

JCPenney can’t forget about "The Breakfast Club"

J, Cheverly, MD — Tue, 12 Aug 2008 21:38:45 GMT

I remember the first time I heard the ad. I had the tv on and I was doing something else and I heard the music and when I turned and looked at the television I saw all these kids acting out scenes from the movie. I was 26 when that movie came out but I still enjoyed it. I think what went through my mind was that I couldn't believe they were using the Breakfast Club movie to sell clothes to these kids since the kids in the commercial would have no idea probably what the Breakfast Club was. It would have been like if I had been in ad to sell clothes in 1975 that was set to a movie from 1952. It is clearly geared toward grabbing the parents attention and making them feel nostalgic and wanting to take their kids to JCPenney to buy school clothes where a good many of them probably got their school clothes.

JCPenney can’t forget about "The Breakfast Club"

Dale in Nashville — Tue, 12 Aug 2008 21:39:36 GMT

total disagree...everyone I talked to loves the homage

JCPenney can’t forget about "The Breakfast Club"

LA, CA — Tue, 12 Aug 2008 21:47:31 GMT

I hate this commercial with a passion like one person stated it perverts the movie and makes a mockery of it. Forgive me but they need to be hit upside their heads... =@

JCPenney can’t forget about "The Breakfast Club"

KAE, Dardanelle, AR — Tue, 12 Aug 2008 22:00:00 GMT

I completely hate this ad! This is one of my all time favorite movies and I think they ruined it! I love JCP but they didn't do a good job with it, that's just my opinion!

JCPenney can’t forget about "The Breakfast Club"

Yefim Shnurkin, Seattle, WA — Tue, 12 Aug 2008 22:15:54 GMT

You totally missed the point of this ad. It's aimed at the parents of today's teens. Parents who were teenagers when the movie came out have kids of their own now. They're supposed to connect JCPenney with the emotions they went through at the time and the reassuring message of the movie. That will then make them want to buy their kids' clothes at JCPenney. It might be blasphemy, but it's smart marketing.

JCPenney can’t forget about "The Breakfast Club"

Matt, Lees Summit, MO, USA — Tue, 12 Aug 2008 22:31:20 GMT

Ads are about getting your attention more than anything else. The second I heard the music, I turned my head to see what was on TV and watched the ad. In my mind, the ad is thus successful. I ignore most of them. This one at least got me to watch. The fact that the same Cadillac Seville dropped off the one kid like Ally Sheedy's parents' car did, the strings in the sweatshirt, made me laugh. Ok, so maybe the ad cannot convey the entire theme of 80's teenage angst in 30 seconds. Whatever. Good ad.

JCPenney can’t forget about "The Breakfast Club"

JW, Minneapolis, MN — Tue, 12 Aug 2008 22:59:38 GMT

When I first saw the ad my jaw dropped and I said oh no, please do not let Hollywood remake this movie and ruin it like they have so many others. I was so relieved to see it was just a commercial!

JCPenney can’t forget about "The Breakfast Club"

Crystal, Cullman, AL — Tue, 12 Aug 2008 23:03:23 GMT

ChicagolandWhy would not shopping at JCP mean your child dresses trashy? Sorry, but my son only wears RL Polo, American eagle, Hollister and Abercrombie......pretty preppy to say the least.

I would also like to qualify more earlier comment: My son watched the watered down tv version, no way is he watching R-Rated movies from the 80's.....

JCPenney can’t forget about "The Breakfast Club"

Mark, San Francisco — Tue, 12 Aug 2008 23:11:36 GMT

I didn't find the ad offensive, I found it boring.

JCPenney can’t forget about "The Breakfast Club"

Staart, Vienna, WV — Tue, 12 Aug 2008 23:20:20 GMT

For crying out load, it's just a COMMERCIAL. Get over it!

JCPenney can’t forget about "The Breakfast Club"

JD, Phx, AZ — Tue, 12 Aug 2008 23:38:01 GMT

I like the black kid in the J.C. Penny AD. I think it's a great AD. It actually made me and my wife go get the movie again.

Great Job JCP

JCPenney can’t forget about "The Breakfast Club"

LN, TN — Tue, 12 Aug 2008 23:39:46 GMT

We thought it was great. We both loved the movie, and while I agree that many kids today may not get it, ours sure do (and Ferris Bueller, etc.). I think most that are 'in the know' are familiar with such. And even if the kids don't know it, the other parents, that are spending the money on the clothes, will remember. It got the parents' attention, it'll get them into the store for the back-to-school shopping, it's worked.

JCPenney can’t forget about "The Breakfast Club"

Ayinde — Tue, 12 Aug 2008 23:47:35 GMT

Its ACTUALLY....not bad. if you separate your own personal experience and think about their demo graphics and target - this ad campaign (and the site is amazing) is spot on. Kudos! Must have been a risky internal sell but it works!!!

JCPenney can’t forget about "The Breakfast Club"

Chris, San Diego, Ca — Tue, 12 Aug 2008 23:55:28 GMT

Will never shop at JCPenney again due to this ad. Totally soulless. I guess everything truly is for sale, including our memories. Consumer culture gone out of control. What's next, 'All You Need is Love' used to sell diapers? Oh, wait...

JCPenney can’t forget about "The Breakfast Club"

Barbara Coots, Arlington, Texas — Wed, 13 Aug 2008 00:43:57 GMT

Kudos to JCP for getting a great discussion going! I haven't had so much fun since The Gap pirated Audrey!

JCPenney can’t forget about "The Breakfast Club"

Bunny Faber, Somewhere on Planet Earth — Wed, 13 Aug 2008 00:58:11 GMT

Wow! I thought the add was cute and funny. Hell, kids today all dress like they are going to some movie set anyway. It did catch and hold my attention (I did see this movie in theaters), and made me think about taking my 13 yr old daughter there for back to school. None of the girls on the commercial were dressed like sparky tween whores.

JCPenney can’t forget about "The Breakfast Club"

Sarah W, Columbia, SC — Wed, 13 Aug 2008 01:07:34 GMT

I first saw the ad in a movie theater, along with sveeral kids from my church's youth group. Some of them had seen the Breakfast Club and recognized it right away, while others had never seen it, but now want to. An ad that "rips" a movie from the 80's isn't going to be exact - it's only got to remind you, which it did. And the whole idea of the movie was that everyone can be them selves and still appreciate each other, which is what JCP is all about - everyone can shop there and still be an individual. (Not to mention it's a lot cheaper without the pricey designer label that's not important anyway.) Play on JCP!

JCPenney can’t forget about "The Breakfast Club"

Shannon, Newburgh, IN — Wed, 13 Aug 2008 02:12:43 GMT

I have worked in marketing for more than 20 years. I also have two teenagers. The first time I saw this ad, my thoughts were exactly what this article describes. I think this writer hits the nail on the head, while JCPenney totally missed their target market.

JCPenney can’t forget about "The Breakfast Club"

Mary Ann, Columbus, Ohio — Wed, 13 Aug 2008 02:17:48 GMT

Blasphemy

JCPenney can’t forget about "The Breakfast Club"

Veronica, Levittown, PA — Wed, 13 Aug 2008 02:24:36 GMT

I think it is a great commercial because it is geared to two audiences: the parents from Gen X who are buying the clothes and driving the kids to the store (as the song and refernce to a classic e'80s movie catches their attention while watching TV, keeping them watching the commercial (like it did me)) and also to the tweens and teens who are used to "High School Musical" etc. Even if they don't get the reference, the song and dancing will catch their attention and make them aware of JCP. On a side note, teens do know about the Breakfast Club, and Pretty in Pink and Sixteen Candles. My 15 year old sister told me Sixteen Candles is her favorite movie and her friends know too. I think the John Hughes film are played so much on TV that they just can't help to know. Hey, I first saw Saturday Night Fever in my teens as I was 6 when the movie came out--and where did I see it? Late night TV.

JCPenney can’t forget about "The Breakfast Club"

AM — Wed, 13 Aug 2008 02:34:25 GMT

On another note: it is nice to not have to hear a song from the 60's or 70's--are we finally getting out of the Baby Boomers' shadow when it comes to ads??? Thank God no more hippie references etc.

JCPenney can’t forget about "The Breakfast Club"

david mac — Wed, 13 Aug 2008 02:44:58 GMT

chill people...the ad is aimed at those of us who were kids back then...and now provide the DINERO for the kids of today to buy clothes....the ad is to appeal to those of us from that 80's generation who survived John Hughes high-school...and are now parents, and who now want OUR kids to be accepted for who they are....come on people use your brains!!!!...the ad is not aimed at the kids...but their parents, their 80's memories and psychosis, AND their wallets. By the way in the trendy 80's you wouldn't be caught dead shopping at JCP for school clothes....now, financially... we know what our struggling parents in the reagan years were going through...and JCp is saying "Hey...our prices are still cheap, but your kid will be okay, for now it's cool to be counter-faddish!"

JCPenney can’t forget about "The Breakfast Club"

St. Petersburg, FL — Wed, 13 Aug 2008 02:48:07 GMT

The ad is aimed at their parents.

JCPenney can’t forget about "The Breakfast Club"

MM — Wed, 13 Aug 2008 04:26:26 GMT

I'm sorry, but anyone who actually enjoyed this eighties screen gem, as well the song from Simple Minds, (not a one hit wonder, who I wonder at times if they like being remembered by this one song alone), has to feel like this commercial is a travesty. Hey, I know it is not the end of the world but to take one of the best movies of the eighties along with one of the best pop songs of the eighties and use it to sell an image to teenagers, (who by todays standards, either had to look at this tilting their collective heads like a dog hearing a high pitched noise or thought it was totally lame...or both.), does seem out of touch and well...just plain wrong.

JCPenney can’t forget about "The Breakfast Club"

Cynthia, Seattle — Wed, 13 Aug 2008 04:32:24 GMT

I disagree! The best 80's movies were Flashdance, St. Elmo's Fire, and Ferris Bueller's day off. Also, I didn't know anyone in H.S. who would be caught dead wearing J.C. Penneys! It was either Nordstrom, Jay Jacobs, or Jeans West!!

JCPenney can’t forget about "The Breakfast Club"

Sandi, Brandon, FL — Wed, 13 Aug 2008 05:10:24 GMT

TBC was and is my favorite movie of all time. The first time I saw the JCP ad I was horrifed! Especially by the lame rendition of a truly great song. My husband laughed at my reaction, but I still can't stand to see that commercial. My 14-year-old happens to love TBC also and doesn't like the commercial either. As for the ad working, I shop at JCP anyway, so it's not going to get me shopping there any more or less than before. TBC was "the" movie of my teens and this ad doesn't feel right and surely doesn't do it justice. Maybe if they had gotten kids that looked like high schoolers instead of just entering 6th grade, it "might" have helped. Nah...they should have just left it alone.

JCPenney can’t forget about "The Breakfast Club"

MP, Athens, GA — Wed, 13 Aug 2008 06:26:06 GMT

That's how they sell clothes, huh? So glad I don't have a T.V.. I buy clothes based on need, function, personal taste, cost, and availability. I don't need nostalgia added by an insipid ad agency trying to suck money out of JC Penney's pocket who in turn will try to suck money out of my pocket to pay for those kids to dance around in their cute clothes.

JCPenney can’t forget about "The Breakfast Club"

Donreallycare — Wed, 13 Aug 2008 06:40:53 GMT

Good Grief, people, get over it! So it vaguely reminded you of the breakfast club movie - so what? Doesn't matter if today's teens know that! It's a fun ad, and it will sell what JCP has to sell!

JCPenney can’t forget about "The Breakfast Club"

dale, atlanta, ga — Wed, 13 Aug 2008 08:48:17 GMT

in this day and age, it is highly ironic that there isn't a brown or yellow face in this ad. considering that african americans, latino's/hispanics, and asian kids under 20 outnumber their caucasian counterparts, it's almost laughable to think some brilliant individual didn't even consider at least tossing in a splash of color. looks campy and cheap to me and, as usual, american marketeers show their aloofness to the real customer base.

JCPenney can’t forget about "The Breakfast Club"

Brian, Chicago, IL — Wed, 13 Aug 2008 10:14:08 GMT

JCPenney can’t forget about "The Breakfast Club"

TR, Buffalo NY — Wed, 13 Aug 2008 10:57:21 GMT

I hate this ad for all the reasons the main writer mentioned. As an adult, I understand how my parents felt when their music and movie references were perverted by corporate America. This so-called "Breakfast Club" is the ultimate perversion. And as for Simple Minds’ "Don’t You Forget About Me?" Love the original, hate the remade version used in this commercial. But at least the original won't have a direct association with this garbage.

JCPenney can’t forget about "The Breakfast Club"

Lee, Sugar Land, TX — Wed, 13 Aug 2008 14:11:13 GMT

My wife loves the movie and the ad. I had never seen "Breakfast Club" until after we saw the ad and she found out I was a BC virgin.

My wife does the shopping for our three sons, so the ad has raised her awareness of JC Penny, and done its job.

JCPenney can’t forget about "The Breakfast Club"

teresa — Wed, 13 Aug 2008 14:12:56 GMT

My 7 year-old grandson recognized the ad as being like the Breakfast movie as he calls it. He loved the movie when we watched it together on tv. My 20 year-old daughter is also a fan of the movie. It's on tv constantly and the theme is universal to all new generations that see it.

JCPenney can’t forget about "The Breakfast Club"

JM — Wed, 13 Aug 2008 14:42:35 GMT

This ad is #1. It targets the Moms who will be out there doing the shopping. I personally do not watch commercials, I fast forward through them or get off the couch till their off. This one really grabbed my attention. I Love JCPenney!

JCPenney can’t forget about "The Breakfast Club"

Allie, Lancaster, SC — Wed, 13 Aug 2008 14:45:40 GMT

I loved the ad and totally get its reference.

JCPenney can’t forget about "The Breakfast Club"

Jim E, NC — Wed, 13 Aug 2008 15:46:39 GMT

I generally like the ad, but what does the girl in the Nirvana shirt have to do with an homage to a 1985 movie? Nirvana didn't even exist in '85, and didn't reach widespresd prominence until '91...what gives?

JCPenney can’t forget about "The Breakfast Club"

Harriet, Lakewood, CO — Wed, 13 Aug 2008 15:54:46 GMT

Yet another instance of my 80's childhood (I'm 36) being co-opted for the newest generation - I love JC Penney, they're my favorite store, but this ad is just lame. I really wish the advertising dorks would come up with some NEW ideas rather than just rehashing everything from the past.

JCPenney can’t forget about "The Breakfast Club"

jb, Rochester, Minnesota — Wed, 13 Aug 2008 15:58:53 GMT

I think the Madison avenue advertising company has a subtler understanding of marketing and who I'm reaching and why. The ad is aim at the people controlling the purse strings, the parents, and their memories of school, the pull the movies has in stirring those memories, and associating JCP to those memories. Bonus points are received since they and their kids are into 80s retro right now. So hey, don't think too hard about the counter-culture and the geeky. Especially since we in an age where the majority are geeky, and proud of it.

Finally!

JCPenney can’t forget about "The Breakfast Club"

Mike, Denver CO — Wed, 13 Aug 2008 16:02:17 GMT

I completely disagree. As someone who was 21 when this came out and now has school-age kids, I found this ad very entertaining and fun. At a minimum, it's a refreshing change from the usual crap marketers throw at me to get my kids to open up my checkbook ("High School Musical," Hannah Montana, Jonas Brothers, ad nauseum).

JCPenney can’t forget about "The Breakfast Club"

Mike, Denver — Wed, 13 Aug 2008 16:07:08 GMT

Anyone who thinks today's kids don't "get" movies like "The Breakfast Club" is fooling himself. The same issues exist 20 years later, just as they existed 20 years before the movie came out. The only thing that's different is the soundtrack. By the way, my kids LOVE 80's teen flicks, particularly "Ferris Bueller's Day Off."

JCPenney can’t forget about "The Breakfast Club"

JD Grand Blanc MI — Wed, 13 Aug 2008 16:12:51 GMT

Give me a break!! A classic that shouldn't be messed with?? It was a fun teenage movie that you people feel deserved the Oscar. Yes, I saw it when I was young. Yes, I loved it. Yes, I GREW UP!! I still love the movie, but it's an ad. GET OVER IT!!

JCPenney can’t forget about "The Breakfast Club"

Snoopy, Dayton,OH — Wed, 13 Aug 2008 17:08:35 GMT

Well, the ad does clearly reflect JC Penney's target market. The ad does NOT reflect America and diversity, at all. Was this a mistake? One thing for sure: millions of young adults will NOT shop at JC Penney this season because as the ad shows: there dollars are NOT sought after by JC Penney

JCPenney can’t forget about "The Breakfast Club"

Joe, Kansas City, MO — Wed, 13 Aug 2008 17:18:24 GMT

If kids are anything nowadays like I was (in the 80's) then they know JCPenny's isn't cool (kind of on the same level as Sears) and the add is bogus.

JCPenney can’t forget about "The Breakfast Club"

Joanne — Wed, 13 Aug 2008 17:44:58 GMT

What was an "R" rated movie then is now pg-13. And as a mother of a teen ager,well you can lead a horse to water but my teen shops at angry young and poor!

JCPenney can’t forget about "The Breakfast Club"

David Rex, Milwaukee, WI — Wed, 13 Aug 2008 17:52:06 GMT

"We enjoyed it, but we were about the only two in the theater who got it. None of the young people could relate it to anything they had seen."

Yeah, these kids in this ad are doing these incredibly mysterious things like running, dancing and goofing around. We all know that those were 80's concepts and aren't done today. I can understand how none of the young people could relate to it.

Sarcasm mode off. C'mon, people, you're over-analyzing this commercial to death. If you overlook the Breakfast Club references, how is this different from many of the Kohls, Target and Old Navy commercials that have aired over the past few years? All of them include good looking kids goofing around, dancing, etc. to some music, often a cover of a classic tune, in a common teen environment such as school. How do the references to the Breakfast Club muddy that approach for kids who don't know the references? There's really no more to "get" for the teen audience than most commercials targeted at them. The only people who are so up in arms about the suitability of the message are the people who grew up with the movie.

To the kids, it's just another high energy back-to-school ad, not fundamentally different from many others that have been airing. Kids will either pay attention or not, in the same manner as with other similar ads. To some parents, it has added significance because of the Breakfast Club reference. That's what makes this commercial a success, because it has a chance to attract the parents' attention, unlike other similar ads without nostalgic references.

BTW, the merchandise mix at JC Penney is not a bunch of brand name knockoffs. Yes, like many department stores, JCP does have house brands, which can offer great value for people who aren't label conscious. But they also have major brands (in men's, for example, that includes Levi, Dockers, Jockey, etc.)

JCPenney can’t forget about "The Breakfast Club"

Kim — Wed, 13 Aug 2008 18:07:02 GMT

I totally agree with most of the posters on here. I have nothing against JCPenney, but I think the ad is crap. I am sick of the blatant rip offs and remakes.Do something original,for god's sake!! The movies lately are all the same way. Halloween,Batman,The Fog,etc,etc. Quit ruining things!! And yes, I'm only 29, not 50!

JCPenney can’t forget about "The Breakfast Club"

Christina, Portland, Oregon — Wed, 13 Aug 2008 18:15:00 GMT

JC Penny ‘s back to school advertising in recent years has been spot on. Do you all remember the ad featuring the song “Roc Ya Body”? That year was the first year my then tween daughter asked to go to JCP to look at clothes.

This year my daughter, now a teenager, called me the second she saw it to ask if I’d seen the new JCP ad. She told me how much she loved it, that I had to see it and that they had used all the best scenes from Breakfast Club.

Just like in the 70’s and 80’s when we had an obsession will all things 50’s, our kids love all things 80’s. Advertisers who understand that draw are good, very good at their jobs. Way to go JCP.

Those of you who think I am wrong ……. Name one other back to school clothing ad you remember.

JCPenney can’t forget about "The Breakfast Club"

Angie Smith — Wed, 13 Aug 2008 18:19:40 GMT

I picked up on the movie theme immediately. (I'm 33.) My sixth-grade son got it...he's very keen on pop culture. However, I'd be willing to guess that 95% of his peers won't get it. Right away I realized this was aimed at Gen-X'ers who are buying clothes for their young teens and tweens now, like myself.
Having said that though, my OWN son wouldn't wear most of the stuff from Penney's; particularly sad-looking is their knockoff line of American Eagle apparel at prices as high as the authentic stuff. However, I still shop there some for my less-fashion-conscious nine-year-old son, who doesn't give a hoot about abercrombie and Ed Hardy tees.
One post hurt my feelings a little bit though. "Yeahright" from Chicago said:
"But kids in Northbrook, IL, wouldn't be caught dead wearing JCPenney clothes and there's no JCPenney store nearby. This add, like JCPenney, is for clueless hicks"
Well, I live in rural West Tennessee and I laughingly accept that we're mostly "hicks" here. I'd go so far as to say "rednecks" would be more like it.
Hey, "Yeahright", don't be so judgemental and snobbish. Penney's apparel line still has a niche in the marketplace, no matter where one lives.
Bottom line: Though my son wouldn't like their clothing, and most of his peers wouldn't want their parents to shop there either, it still got my attention, I still laughed and it made me think about visiting their website.

JCPenney can’t forget about "The Breakfast Club"

Carol Baidinger — Wed, 13 Aug 2008 18:41:54 GMT

I love the commercial. The kids don't have to get the connection or reference to the old movie, still catchy and sassy for today's teens. Parents should be drawn to it too and bring a demure smile to their hearts as they remember when and how life repeats itself. Good generational span with the campaign. And as the reviewer mentioned, great song!

Hey don't forget school clothes for yourself or children. Good campaign in my opinion.

JCPenney can’t forget about "The Breakfast Club"

Sara, Eureka Springs — Wed, 13 Aug 2008 19:01:52 GMT

What a silly ad! I can't imagine that it would do anything for today's teenagers.

JCPenney can’t forget about "The Breakfast Club"

Novie McAdams, Boston, MA — Wed, 13 Aug 2008 19:13:41 GMT

Hmm, as a car guy I thought it was funny. I was first shocked to see that Cadillac Seville but then noticed all the cars were vintage. Nice touch.

JCPenney can’t forget about "The Breakfast Club"

Gwen, Boston, MA — Wed, 13 Aug 2008 19:17:31 GMT

I don't get it. I literally haven't seen a television ad in YEARS. Does nobody have TIVO?

JCPenney can’t forget about "The Breakfast Club"

patricia, winter garden, fl — Wed, 13 Aug 2008 20:00:33 GMT

When I saw the ad I thought, "Huh, an allusion to the Breakfast Club" and haven't thought about it until I came across this web article. It's definitely speaking more to parents than kids. And, it's generated even more free publicity here!

JCPenney can’t forget about "The Breakfast Club"

Amanda Pinkus, Las Vegas, NV — Wed, 13 Aug 2008 20:05:54 GMT

I can't believe on the entire message board not ONE person commented on the fact that there are too many people in the commercial (the movie had 3 boys - Judd Nelson, Emilio Estevez & Anthony Michael Hall and 2 girls - Ali Sheedy and Molly Ringwald) but there are 6 PEOPLE in the commercial!!! How does that correlate to anything whatsoever?!!!

The Breakfast Club was a stupid, pointless movie that just happened to have the greatest line of dialogue ever found in a movie - "Does Barry Manilow know that you raid his wardrobe?"

JCPenney can’t forget about "The Breakfast Club"

Greg in Texas — Wed, 13 Aug 2008 21:02:25 GMT

I was around when the original movie came out, and I liked it, but never thought it was a classic.

I also like this ad, but I don't see that cool kids would want to shop at Pennys. (Or Sears, Target, Walmart, Dilliard's, etc...)

Then again, in most cases, the parents who saw the movie ARE buying the clothes...so maybe it will work.

(Sixteen Candles is THE early 80s movie for me....)

JCPenney can’t forget about "The Breakfast Club"

P!, Wisconsin — Thu, 14 Aug 2008 07:41:31 GMT

This commercial is not unlike Wendy's using Blister in the Sun for their commercial. It's an appeal to the parents not the kids.

That being said, being the parent now, I can't help but be slightly amused that they think that those of us who these movies and music are really targeting (ie. Those of us with the pocketbook) have suddenly lost our minds during a fit of nostalgia when neither company seems to reflect the message of the movie (or in the case of Wendy's, any tie at all)?

Personally, I'm far more tempted to tell my kid all about Pretty in Pink and recommend second hand store shopping for all their eighties retro needs.

JCPenney can’t forget about "The Breakfast Club"

Nikki, Ohio — Thu, 14 Aug 2008 13:39:23 GMT

I love this commercial..yah not every teen is going to get the reference..but so what..its the first truly original retail commercial I have seen in years! Its truly fun and energetic unlike the totally overdone hiphop-pop commercial with vanessa hudgens that sears is running currently. Way to go JCP!

JCPenney can’t forget about "The Breakfast Club"

Wendi Wheaton — Thu, 14 Aug 2008 13:43:31 GMT

This ad really made me feel sick.

Not because I didn't like it, but because, I got the reference and the kids sitting around me didn't.

I felt dated and really old.

That's what happened. When JC Penny goes retro with MY FAVORITE MOVIE then it's perhaps time for me to retire. Retro is meant for my parents era NOT mine. YIKES!!!!

Something to think about.....

JCPenney can’t forget about "The Breakfast Club"

Douglas, Denver, Colorado — Thu, 14 Aug 2008 14:10:19 GMT

I with K.M. from Charleston and others that there is either a total lack of understanding of the young audience digging the 80's and this commercial or a HUGE and obvious ax to grind with an American company trying to gain an advantage with new and fresh takes for their advertising. Go get Footloose, Flashdance and Pretty in Pink too!

JCPenney can’t forget about "The Breakfast Club"

80's kid — Thu, 14 Aug 2008 14:32:06 GMT

The add works. The target is not necessarily the kids here. It's thier parents who grew up with the "brat pack". Stop overthinking this commercial, if you don't like it....change the channel. The rest of us who think it's creative could care less of desinters opinions.

JCPenney can’t forget about "The Breakfast Club"

SMM, Detroit, MI — Thu, 14 Aug 2008 14:32:21 GMT

In response to Tundro's comment, "That's not Simple Minds performing "Don't You Forget About Me" but some lame hack band that can't get it own songs published....."
The band preforming the song is called A New Found Glory. They've released about 6 albums, are EXTREMELY popular, and released this song on their recent album "From The Screen to Your Stereo part 2." Please keep your mouth shut about bands that you obviously know nothing about. They did NOT record the song for this commercial. They've had a lot of success in recent years, and just because YOU dislike them doesn't make them a 'lame hack band.'
And, by the way, I'm 23, and I understood the reference to The Breakfast Club. I was born about the same time this movie came out, and I own it (along with pretty much every other movie from the 80s). I don't shop at JCP, but I thought it was a cute reference to the movie, even if kids younger than me won't get it.
It's a commercial. Get over it.

JCPenney can’t forget about "The Breakfast Club"

mike the man — Thu, 14 Aug 2008 14:40:56 GMT

I think it is a bit interesting to look at the responses to the ad. If i had to guess..... i would say that most of the positive comments are from ad execs. the ad sucked. i want my 5 minutes back.

JCPenney can’t forget about "The Breakfast Club"

Regina Phelangie - New York — Thu, 14 Aug 2008 14:50:04 GMT

'Eat my socks', as Bender would say in the TV friendly version. It's no biggie - it's just an ad! This one is much easier to take than the commercial for the (mini van?) with retro-looking wizard animation that uses Heart's 'Barracuda'. That one makes me shudder every time.

JCPenney can’t forget about "The Breakfast Club"

Patrick, Peotone, IL — Thu, 14 Aug 2008 14:52:42 GMT

If you don't like the ad, just don't buy the clothes.

Movies are not sacred.

JCPenney can’t forget about "The Breakfast Club"

Jolene Pilcher,Denver,CO — Thu, 14 Aug 2008 15:28:19 GMT

This ad reminds me of the Target commercials in which they butcher Beatle songs to sell their junk. Being a Beatle fan from the sixties, its nauseating. I will never shop at Target-ever. I hate it!

JCPenney can’t forget about "The Breakfast Club"

Cathy, Austin, TX — Thu, 14 Aug 2008 15:45:53 GMT

As a child of the 80s, now in her 40s, I immediately "got" the TBC reference. The commercial left me cold; not offended but not impressed, either. Truth be told, nothing is sacred any longer. If one more commercial uses Modern English's "Melt With You", though, I may have to scream!

JCPenney can’t forget about "The Breakfast Club"

Paul P anaheim Calif — Thu, 14 Aug 2008 15:50:38 GMT

Awesome Ad!!!! JC Penny has it right, for you who are saying No I grew up in a family who couldn’t buy argyle so I used to get my purple le tiger shirt COLLAR TURNED UP!! and 502s at Jcpennys as im sure many other 80s did also! funny how Letiger was the off brand in those days and its made a huge comeback to be a Name brand good going JC penny ad department!

JCPenney can’t forget about "The Breakfast Club"

Horseman — Thu, 14 Aug 2008 16:07:44 GMT

Most commercials these days lack any creativity. JCP has to "borrow" from a popular 80's movie to sell clothing that looks like nothing we wore in the 80's. Even if it did grab a lot of attention, it is by no means original. Just another crappy rip-off. The homogenized teens creep me out anyway.

JCPenney can’t forget about "The Breakfast Club"

JR, Seattle, WA — Thu, 14 Aug 2008 16:31:40 GMT

Hey people, it's just an ad! Just a song, just a movie. Marketing ploys use everything and everyone at some point. If you are truly "offended", then I suggest you stop living in "hollywood" and get a real life. Maybe you should go back to school.

JCPenney can’t forget about "The Breakfast Club"

Marsha, Marsha, Marsha — Thu, 14 Aug 2008 16:35:03 GMT

If you don't get the Breakfast Club connection in the ad-no big deal. It's just another upbeat musical commerical selling clothes (looks like pretty nice cloths at that (even if they are knock offs to the snobs)and if you do it brings back some fun times at the movies for us "old people". Some people take things WAY TOO SERIOUS.

JCPenney can’t forget about "The Breakfast Club"

Stephanie, Columbus, Ohio — Thu, 14 Aug 2008 16:37:47 GMT

I'm 40 and I have two teenage girls that have seen the movie and *get* the ad. The Breakfast Club brings back great memories for me... I get the same feelings when I see the commercial. Not only does the ad make me smile but now I want to check out the clothes at JCP....that alone tells me someone did something right.

JCPenney can’t forget about "The Breakfast Club"

Janet Cutrona, Franklin Park, NJ — Thu, 14 Aug 2008 16:46:59 GMT

Being offended by this modernized "Breakfast Club" ad is about as stupid as being offended by the fact that the movie "Clueless" was ripped off from Jane Austen's "Emma." "Clueless" took huge liberties, too, but if you never read the Austen book, you can still enjoy "Clueless" while remaining clueless. And if you DID read "Emma," then you can enjoy the fact that you recognize its reference to a classic.

A good ad gets people's attention, which apparently this one did. A GREAT ad sells merchandise. I would reserve judgment on this ad until JCP's sales figures are in relative to other retailers with comparable ad spending.

JCPenney can’t forget about "The Breakfast Club"

Chuck S — Thu, 14 Aug 2008 17:12:05 GMT

"Breakfast club is no Gone with the Wind". ?? Well, no it isn't, but then most art is never appreciated in its time. Give it another 50 years, it just may be. Who gives a damn about some vacuous Southern belle anyway? Pun intended.

JCPenney can’t forget about "The Breakfast Club"

Lynne, Denver — Thu, 14 Aug 2008 17:49:50 GMT

Honestly, I think this ad is completely cheesy. I would be embarrased to shop with my 14 year old at JCP now and so is she. As a marketing/ad director I am appalled by the lack of originality in the this ad - yes, it targets the correct audience and we have heard some kids referenced above who were enthusiastic about the ad's/the movie, but not the majority by a long shot in the groups I have polled in grade and middle school. Personally it made me ill to see the movie "cuted up" as with so many other tough books/songs/movies of bygone ages.

JCPenney can’t forget about "The Breakfast Club"

Jason, Tulsa, OK — Thu, 14 Aug 2008 18:49:54 GMT

Blasphemy... that is exactly the right word. What a HORRIBLE debasing of an amazing movie and a fond childhood memory for me. LOL

JCPenney can’t forget about "The Breakfast Club"

Paige, Oklahoma City, OK — Thu, 14 Aug 2008 18:54:22 GMT

What some of you folks don't understand is that WE, the Breakfast Club generation, are the ones footing the bill for our children's shopping. The ads are geared towards us because we are the ones with the money.

I liked the ad, and so did my 8 year-old daughter, who caught just what she needed to; that the ad was related to a very cool movie that was from the time when mommy was young, and that High School Musical isn't all that different from stuff mommy watched when she was a kid.

It's a win-win situation. My daughter likes it. My daughter thinks I'm cool and not so different from her. What a great ad!

JCPenney can’t forget about "The Breakfast Club"

Frank, Dallas, TX — Thu, 14 Aug 2008 21:12:58 GMT

The music in the ad is some cover band that really ruins - tramples, even, Simple Minds' only hit. It smells of cheap.

JCPenney can’t forget about "The Breakfast Club"

Julia, Boise, Idaho — Fri, 15 Aug 2008 02:08:11 GMT

I think my favorite part is that the reason they're all dancing in the library is because they're high. Nice marketing, JC Penny!

JCPenney can’t forget about "The Breakfast Club"

Recession, anyone? — Fri, 15 Aug 2008 09:47:54 GMT

I fail to see how making an advertisement that apes The Breakfast Club is going to make me any more able to afford mall shopping. The ad may connect for a lot of kids, but it's not going to change the economy. The only one buying them branded clothing in my world is their Grandmother, and she's not going to recognize the reference.

JCPenney can’t forget about "The Breakfast Club"

April, Richmond, VA — Fri, 15 Aug 2008 14:15:55 GMT

I love the ad. It takes me back to a much better time...namely, my high school years. I think it appeals to the right crowd, and it's got us children of the 80s talking, at least, which is truly what an ad is supposed to do.

JCPenney can’t forget about "The Breakfast Club"

kevin, florida — Fri, 15 Aug 2008 18:05:36 GMT

I'm 36, saw TBC originally in the theaters, didn't like it much to tell the truth. Still, when I saw this ad before a screening of Pineapple Express earlier this week, my very first thought when it was over was that "I will never shop at JCPenney again."

The film meant nothing to me. But to use this ham-handed ploy to spark some sense of... individuality, nostalgia, coolness or hipness or trendiness (which are NOT the same thing), I don't know WHAT they were going for... that's just lazy. Simple-minded, amateurish and beyond insulting. If this is all it takes to be successful and land giant contracts in the cutthroat world of the advertising industry, where do I sign up??

JCPenney can’t forget about "The Breakfast Club"

Jay, Utah — Fri, 15 Aug 2008 20:35:42 GMT

JC Penney cares about their employees?! Tell that to all of the store managers who were terminated six months before qualifying for retirement in the 80's and 90's. Do a little research on JC Penney's corporate philosophy during that time period. It was deplorable. My uncle was one of thousands of managers who lost their pensions because of the unethical behavior of JC Penney. He is now in his 70's and has to work a custodial job to live thanks to JC Penney and how much they "care about their employees."

JCPenney can’t forget about "The Breakfast Club"

Cortney, Oklahoma City, OK — Fri, 15 Aug 2008 22:01:42 GMT

I found it ironic that they reenacted the seen where they all smoke pot in the library, are they saying that smoking pot makes people like you more???? I think that if an ad campaign can be taken off the air for a scarf (i.e. Rachael Ray, Duncan Donuts) that conservitives should be rioting in the streets about this. P.S. Just to avoid confusion I am not a conservitive just pointing out the idiocracy of what they concern themselves with.

JCPenney can’t forget about "The Breakfast Club"

Pammy V, Phoenix, AZ — Sat, 16 Aug 2008 00:05:51 GMT

I'm a 43 yo mom to a 7yo daughter... I got the reference immediately, so did my 20 stepdaughter... all three of us love the commercial. I work in marketing and honestly, ya'll are putting way too much thought into the meanings behind the movie. It was 23 years ago, people! I loved the movie, too, and it was only too smart of JCP to take the cultural references & music of today's shopping PARENT and sell us their goods. They got my attention... hey, they obviously got YOURS, too! Guess it worked, huh?

JCPenney can’t forget about "The Breakfast Club"

Patricia, Texas — Sat, 16 Aug 2008 02:43:31 GMT

I liked this ad only because it made me want to watch the movie again and I love that song! But the first thing I thought when I viewed it was, most teens today have probably never even seen or heard of the breakfast club so they wouldn't even understand the commercial. Obviously it's marketed towards the people who are going to be paying for the kids clothes.

JCPenney can’t forget about "The Breakfast Club"

Allison, Las Vegas, NV — Sat, 16 Aug 2008 16:07:30 GMT

I think this was brilliant on JCP's part. I too grew up in that era and Breakfast Club, the movie has played a significant role in my life. Thankfully my kids have seen it MANY times too, and of course understood the ad immediately. If there are kids out there who haven't seen this wonderful movie, what a great way to introduce them to it.

JCPenney can’t forget about "The Breakfast Club"

Lisa — Sat, 16 Aug 2008 17:56:17 GMT

They did dance like that in the movie too. I'm not a fan of the commercial because, as was said, no one really fit all the personas from the movie.

JCPenney can’t forget about "The Breakfast Club"

J, Dallas, TX — Sat, 16 Aug 2008 18:35:58 GMT

I used to work in advertising, and I thought this commercial was great! My 9-year-old daughter did not get the Breakfast Club reference, but the commercial caught her eye, and she liked the dancing, etc. She thought the moves were cool for the same reason we "children of the '80s" thought the moves in the trailer for the movie were cool way back when. She promptly asked to buy some back-to-school clothes from JCPenney. That alone makes this commercial a success. However, the commercial was even better because it connected with me, mom, the one that actually buys the clothes. Now, I like to think I'm smart enough not to blindly buy clothes because of a cute commercial... but it doesn't hurt. My children like the clothes; they aren't too expensive; what more could you ask for? We bought 3 pairs of jeans, 2 pairs of capri pants, and a pair of sweat pants for back-to-school (We had already hit Target for shirts and blouses). We might go back for more. Commercial success.

JCPenney can’t forget about "The Breakfast Club"

Cecilia — Sun, 17 Aug 2008 05:34:10 GMT

I think this is a funny and different ad. I will not shop at JCPenney JUST because of this ad. I am already a customer and loved this commercial. I think a bunch of LAME CRITICS are looking into this WAY to deeply.If you want to whine about something make it about something that matters. It's meant to be a fun and entertaining ad to sell clothing, and it worked....

JCPenney can’t forget about "The Breakfast Club"

XANDI MARS — Sun, 17 Aug 2008 05:34:34 GMT

I hate the ad. I loved the movie ..it is a teen movie that had substance. Most now are just so empty. So I felt it was horrible to see it in an ad. HATE IT

JCPenney can’t forget about "The Breakfast Club"

Susan, small town USA — Sun, 17 Aug 2008 08:06:39 GMT

David Vine - Were you drafted?, didn't think so. So quit already.

Love the ad - love the concept. JCPenny is the medium size fish in the huge pond.

JCPenney can’t forget about "The Breakfast Club"

Kevin A K, Dallas TX — Sun, 17 Aug 2008 09:53:33 GMT

I saw this ad in a movie theater, and let me tell you, as 45-year old, it put me off immediately, and the kids in the theater (Speed Racer) shrieked, booed and catcalled, "LOSERS!!!" at the screen. The best thing about it is the new version of "(Don't You)Forget About Me". J.C. Penney, 0, Simple Minds, 100.

JCPenney can’t forget about "The Breakfast Club"

Dale McPherson Drummonds Tn . 38023 — Sun, 17 Aug 2008 10:11:08 GMT

It would have been better if they had used the original song instead of the faster version. Just didn't sound right.

JCPenney can’t forget about "The Breakfast Club"

Cassie, Evanston IL — Mon, 18 Aug 2008 00:05:35 GMT

The author must have a personal beef with JCPenney, seriously. It was simply paying homage to a great movie. It was not supposed to mirror every freckle on Molly Ringwald's face, it was not supposed to mirror Judd Nelson's grungy look, it was not supposed to mirror Ally Sheedy's thick sweaters... it was paying tribute to a movie in a fun way. The author missed that. I believe the ads are creative, yet not make us forget how great, important and influential that movie and it characters were.

It's like saying why does Target use "You say goodbye, I'll say hello" in their ads. The Beatles are so 1960s. But it works, doesn't it?

It's supposed to be a fun back to school ad pushing a new multi-brand product line. It's a commercial, it was not remaking a 90 minute movie. Since when is Allison Linn the authority on marketing?

JCPenney can’t forget about "The Breakfast Club"

jane smith — Tue, 19 Aug 2008 05:10:52 GMT

I'm aghast. Simply horrified. Some planning director needs to get spanked. Hard.

JCPenney can’t forget about "The Breakfast Club"

Cynthia, Boston, MA — Tue, 19 Aug 2008 15:14:24 GMT

Really, really hate this commercial. As someone else said, it's blasphemy. And the ad isn't really a success just because we're talking about it, it's a success if it gets your money in the cash register. But I don't shop there anyways.

JCPenney can’t forget about "The Breakfast Club"

duckiegirl, orangevale, ca — Tue, 19 Aug 2008 15:49:55 GMT

Love JC Penney, hate the ad. First of all, you don't take something as iconic as TBC and "update" it. I don't know which marketing sloth (too lazy to think of new ideas)came up with this but I would move them to accounting. There is far too much going on in the world that would work for an ad.

JCPenney can’t forget about "The Breakfast Club"

J.C. — Tue, 19 Aug 2008 16:01:50 GMT

It's a little scary to me to see so many people getting so invested in critiquing and micromanaging marketing decisions and getting so involved in who the target market is and whether they'll be hit by this ad. Something has gotten really twisted here. The corporate mindset has invaded America's brains.

JCPenney can’t forget about "The Breakfast Club"

AJ, Dallas, TX — Tue, 19 Aug 2008 17:47:24 GMT

JCPenney got it wrong? So says you! I think it's perfect. They hit it out of the park with their target audience --my family. My 18yr old, college-bound daughter is a huge fan of the movie --has seen it as many times as I have. She recognized the BC theme instantly. Who could mistake the drawstring shuffle, the pixie stick sandwich, running in the halls or the cars the invisible parents drove to drop off their children? My daughter commented, "I love that commercial." I, on the other hand, represent the plastic-toting, there-in-the-80's parent and I agree with my child. My daughter and I connected on that sappy, nostalgic commercial. In fact, while shopping for her dorm room we went to their website. I've never shopped on it before.

JCP had 60 sec to get you into their stores to buy their stuff. There was no time for social commentary or subtle themes like isolation. They took a cute thing and used it to sell to the masses. It really isn't that deep! It works!

JCPenney can’t forget about "The Breakfast Club"

PETE BROOKS — Tue, 19 Aug 2008 19:21:04 GMT

EEEWWWWW What's that awful smell? Oh, it's the JC Penny ad cashing in on the Breakfast Club film. IT STINKS, SMELLS, AND IS JUST PLAIN CRAPPY.

JCPenney can’t forget about "The Breakfast Club"

JV, Artesia, CA — Tue, 19 Aug 2008 19:30:27 GMT

For those people who have a problem with the message of the Breakfast Club being cheapened by it's use in the JCPenny ad should just remember that a song from The Clash was used to sell Cadilac's. Nothing is sacred any more.

JCPenney can’t forget about "The Breakfast Club"

Neeta neet — Tue, 19 Aug 2008 20:00:24 GMT

I LOVE the Breakfast Club and love the ads. My children 16 - 14 have seen the movie countless times as well and immediately recognized the ads references to the movies. And yes, the daughter and I dropped a tidy sum at Penny's getting her back to school gear. Overall, the ad worked for us.

JCPenney can’t forget about "The Breakfast Club"

Arnell Sacramento, CA — Tue, 19 Aug 2008 21:20:47 GMT

My wife and I first thought was, "dumb". How dare they rip off something so sacred to us who grew up knowing every single line of the movie! Don't you have no shame?!?! ;-)

JCPenney can’t forget about "The Breakfast Club"

whatever!, mpls, mn — Tue, 19 Aug 2008 21:28:43 GMT

OMG! People, it's just an ad!

JCPenney can’t forget about "The Breakfast Club"

dc, Hot Springs, AR — Wed, 20 Aug 2008 00:06:43 GMT

Love the ad. With all the retro items JCPenney carries this just falls into place. I'm 43 and it is so great to see how the world does find the things of my youth to be fashionable...style, music...

JCPenney can’t forget about "The Breakfast Club"

Kay, Milwaukee, WI — Wed, 20 Aug 2008 13:15:44 GMT

It's killing me.

KILLING ME.

My sister-in-law and I, who have almost nothing in common, have at least found this one fact to commiserate over...this add is KILLING us.

JCPenney can’t forget about "The Breakfast Club"

mark in dallas tx — Wed, 20 Aug 2008 19:26:43 GMT

Great movie, bad ad and bad cover of a great song. And anyway, who shops at Pennys anymore? Walmart and Target have them beat without going in to a mall.

JCPenney can’t forget about "The Breakfast Club"

trickytom — Thu, 21 Aug 2008 19:42:38 GMT

Okay, let me get this straight..JCP is using a 23 year-old movie to sell jeans to kids who weren't even born when it was made?

JC Penny should look into making a commercial for first-graders based on "Rear Window" or "The Maltese Falcon"...the kids would go wild!

JCPenney can’t forget about "The Breakfast Club"

Derek Smith, Xenia, Ohio — Thu, 21 Aug 2008 20:56:22 GMT

Yes, I would have to agree with those who believe this commercial is blasphemy. For one, the ad completely destroys the amazing classic song "Don't You" by Simple Minds but attempting to convert it to some deranged teeny-bopper redo. The Breakfast Club is a classic, thanks JCPenny for screwing it up. Or more accurately, the agency that created this commercial for JCpenny.

JCPenney can’t forget about "The Breakfast Club"

kenneth, ashland, va — Fri, 22 Aug 2008 18:27:21 GMT

jcpenny's is garbage, this ad is total crap, i agree with the the writter of this review that jcpenny's is perverting the message of what the movie stood for to just sell clothes. whats next using beatles songs to sell shoes? oh wait that happened too. for F**K sake stop taking meaningful artistic forms and messages and using them to sell poorly man overly price crap that whinnie brats beg for!

JCPenney can’t forget about "The Breakfast Club"

Ellis Clevenger, Uniontown, PA — Fri, 22 Aug 2008 23:37:14 GMT

Give me a break. What will we have next? KING KONG CARRYING AN ENERGY DRINK AS HE CLIMBS A BUILDING? Or maybe the THING FROM "ALIEN" STOPPING FOR A TOOTH WHITENER? (you nuts in advertising, stay away from the movies!!!!)

JCPenney can’t forget about "The Breakfast Club"

Melissa, BP CA — Mon, 25 Aug 2008 22:21:41 GMT

omg!!!!!!! i hate hate hate this ad! literally i change the channel when it comes out! omg its the breakfast club gone wrong. and it doesnt even make sense... hello if you seen the movie. does not connect at all... nope i did not like the ad at all!!!

K.M. Charleston, SC ---- wow. km ok we got the point that you ----L O V E--- jc penny

JCPenney can’t forget about "The Breakfast Club"

michaelinsantabarbara — Tue, 26 Aug 2008 00:04:15 GMT

And now a few words from me, The Phrog of Santa Barbara.

This ad, to this adult, who never saw the movie, and doesn't have kids, seems more suited to Classmates.com, or Reunion.com, than it does to clothing. That being said, I've always liked the song, but kids these days are into something more than charm chord rock, and black is now the new color.

The Phrog gives it two Ribbits.

JCPenney can’t forget about "The Breakfast Club"

Cecilia, Pittsburgh, Pa — Tue, 26 Aug 2008 02:20:16 GMT

I'm 18. This ad RUINS that movie. Okay, it's a great movie to begin with and can't really be ruined that easily, but it still sucks. I've loved the Breakfast Club for years, and I don't know many people my age who haven't seen it. Kids will definitely get it right away.
But still...the thought of that being the Breakfast club is scary.

JCPenney can’t forget about "The Breakfast Club"

KT, Walla Walla, WA — Tue, 26 Aug 2008 04:43:57 GMT

Does anyone else remember that the dance scene "recreated" in this ad occurred in the original movie when all the characters were stoned?! Maybe the 22yo ad exec skipped that reference when she pushed this campaign to JCP...

JCPenney can’t forget about "The Breakfast Club"

Andrea,Malden, MA — Tue, 26 Aug 2008 12:35:00 GMT

I liked this ad it was cute.

JCPenney can’t forget about "The Breakfast Club"

TD, small town, USA — Tue, 26 Aug 2008 14:41:09 GMT

Ok people Its a commercial. Quirky, retro, fun, and, if you remember the movie, kind of funny. Its not designed to bring about world peace, change the economy (well, maybe of Penney's) or suddenly bring harmony to every home. It catches the eye, it catches the ear, and thats pretty much the reason for a commercial isn't it.

JCPenney can’t forget about "The Breakfast Club"

Shirley, CA — Tue, 26 Aug 2008 15:09:53 GMT

I could have written the review of this ad, as I've been saying the exact same things since it started. And I do have a beef with JCP as they totally SUCK! I've never gotten good customer service there, at any location, but most especially dealt with one early 20-something who proceeded to reprimand an employee who was older than I am (I'm in my early 40s) WHILE SHE WAS RINGING UP THE SHIRTS FOR MY HUSBAND that I was buying. I stood right there and was subjected to her little power trip. When she finally shut her mouth and stopped being sarcastic, I told her that what she just did was completely unprofessional and that I was going to customer service to complain about her treatment of the other employee. She looked at me like I had two heads. I then informed her that she should have done it privately, off the floor to begin with, and that it's also possible to be professional AND courteous to employees at the same time.

Haven't shopped there since.

JCPenney can’t forget about "The Breakfast Club"

Suzie,Rural,TX — Tue, 26 Aug 2008 15:24:53 GMT

My grandson, age 10, 5th grade, loves the movie and plugs his ears or turns the channel if he is in control of the remote when this commercial comes on. He says "I hate them for making fun of my favorite movie". He is one the demographical target users of the clothes they are promoting. Now with individualism which is promoted in the movie, and the wearer's own individualism mocked, how to they expect to succeed with this ad. He is mad at Penny's! Wouldn't wear them if bought for him!

JCPenney can’t forget about "The Breakfast Club"

SimpleSimon — Tue, 26 Aug 2008 16:00:09 GMT

Um...so what? I am 19 and immediately got the movie reference. And I love The Breakfast Club! It's an awesome movie! But I don't understand why you care if JC Penney uses it in their ads? Why attack the company because you have a problem? Get a life!

JCPenney can’t forget about "The Breakfast Club"

Karen Robertson, Oklahoma City, Oklahoma — Tue, 26 Aug 2008 16:04:47 GMT

I thought the ad was hysterical! I laughed out loud when the kids were running back & forth in the hall & dancing. Excellent job re-enacting bits of the movie. Y'all - get a life & relax!

JCPenney can’t forget about "The Breakfast Club"

Andrea, Chicago, IL — Tue, 26 Aug 2008 20:51:35 GMT

"That's not Simple Minds performing "Don't You Forget About Me" but some lame hack band that can't get it own songs published....."

Actually, the band is A New Found Glory and they have had several albums out of their own music, as well as a couple albums of covers. Its kind of emo, but its actually pretty good. The band is definitely a band that the under 20 set is into.

I think the commercial is kind of lame though. I hate that something I remember watching as a kid has made it into a commercial to sell preppy clothes to overly entitled kids.

JCPenney can’t forget about "The Breakfast Club"

LG, Hortonville, WI — Tue, 26 Aug 2008 21:12:21 GMT

Loved the ad, just watched the movie on cable on couple weeks ago. I hadn't considered the movie's message in the context of was ad was in line with it or not. Does that mean I'm not as socially aware as I thought I was, and maybe too succeptible to marketing gimmicks? I don't think so, I think JCP marketing is entitled to spoof if they want to without having to worry about getting every single detail true to the movie. I think I land on the side of posts that see the glass half full - at least it's not showing teens with very revealing clothing, unlike some other chains, and in the end we should all be able to find something in common with each other. Liked the VH reference in the one post too, I think they did dance on tables in Hot for Teacher.

JCPenney can’t forget about "The Breakfast Club"

Elizabeth Bailey, Seattle, WA — Tue, 26 Aug 2008 23:29:39 GMT

Well, I don't much like the ad, HOWEVER, it did make me smile from memories of the 80's. Both my daughters, 20 & 16 have seen the movie and don't get what it has to do with the ad or today's kids. It is what it is. It's an ad that's supposed to appeal to someone, but frankly, I can't even afford to purchase anything from them for my youngest daughter. AND I did once work for them, and they do NOT treat their employees very well

JCPenney can’t forget about "The Breakfast Club"

Terry G, Memphis, TN — Wed, 27 Aug 2008 00:39:32 GMT

Hate it, hate it, hate it. First got stuck watching it while at the movies, like non-stop commercials on TV aren't bad enough. I loved "The Breakfast Club" when it came out, and still love it today. But most of the people who they want to buy these clothes have no idea about the movie, and those of us that love the movie will never shop at JCPenney again after this ad.

JCPenney can’t forget about "The Breakfast Club"

Jeannette, Syracuse, NY — Wed, 27 Aug 2008 16:53:22 GMT

"The Breakfast Club" is a great 80's movie. These kids know nothing about about it. They should have used a song from "High School Musical" or "Hannah Montana"..that's what today's kids know about. You know they call their clothes retro because maybe they're wearing a t-shirt with a 70's or 80's bands name on it. When they start wearing shoulder pads, leg warmers and high waist jeans again..then they can call it retro.

JCPenney can’t forget about "The Breakfast Club"

Shane, Pacific Northwest — Wed, 27 Aug 2008 21:04:31 GMT

I just can't believe its someones job to comment on commercials (Allison Linn). Really? That's your contribution to society, to blather on about some fleeting advertisement?

JCPenney can’t forget about "The Breakfast Club"

MMT — Thu, 28 Aug 2008 04:23:06 GMT

I am from the town where the Breakfasst Club was filmed. what a cheap rip off of an old idea, while entirely missing the poinnt. Although I graduated five years before the movie cam out, it was about a time and a place, and the people from that neck of the woods shop at Nordstroms, Saks and Lord and Taylor. I guess the ad department at JCP's mnissed their demographics and geography lessons, too.

JCPenney can’t forget about "The Breakfast Club"

LL, Colorado Springs, CO — Thu, 28 Aug 2008 15:02:57 GMT

As a child of the 80's (class of '86), I thought this ad was great! Although this is still one of my favorite movies from that era, unlike some of the above posters, I don't find it "sacreligious" at all! My husband and I thought it was hilarious, especially the girl dumping Pixie Sticks on her sandwich. I may not run out to JCPenney after seeing the ad, but it won't keep me from shopping there either.

JCPenney can’t forget about "The Breakfast Club"

Katy, Twinsburg, Ohio — Thu, 28 Aug 2008 18:02:29 GMT

This commercial is quite clever and instantly brought a smile to my face remembering the movie... complete with a new, trendy version of "Don't You Forget About Me" (originally performed by Simple Minds).

Then, I had to ask myself something. Why in the world are they basing their commercial off of a 1985 movie?

Oh my... they are targeting MY generation! As a single girl, with no children, I guess I wasn't appreciative of anything but the overall entertaining theme.

In looking at it from someone my age (or slightly older) with children going back to school, I would consider taking them to JCPenney to go shopping simply because of their unique advertising.

Does anyone else feel the same way?

JCPenney can’t forget about "The Breakfast Club"

sarah t, corpus christi texas — Thu, 28 Aug 2008 18:10:42 GMT

it's a commercial people!!! get over it.

JCPenney can’t forget about "The Breakfast Club"

Jessica — Thu, 28 Aug 2008 20:53:20 GMT

The point of the ad is that no matter if you're a jock, a princess, a preppy, whatever...there are clothes at JCP that fit your style. JCP has a lot of different styles, and they want customers (parents and kids alike) to know they can get their urban, preppy, sporty, casual, etc. look at JCP. The Breakfast Club was a great callout to both parents and pop culture lovers of any age.

Also, to address diversity - watch the commercial again, because no way is JCP missing all of their target demographics by leaving out non-white customers. That would be crazy.

Also, American Eagle is just a rip off of Abercrombie, which is just a rip off of a thousand things that Neiman's or Nordstrom's carries. Not everyone can afford the original, or we'd all be in Paris shopping couture. Especially not in this economy. I think parents are trying to do the best they can right now and if JCP offers the latest trends at a better price, then great. I think they've come a long way in trying to overhaul their stodgy image, and it certainly beats going to Walmart. Sometimes a kid just wants to hit up the mall.

JCPenney can’t forget about "The Breakfast Club"

Moving Out, Anytown USA — Fri, 29 Aug 2008 04:26:47 GMT

Weird indeed, but sadly honest too. Can we really expect anything to be sacred when we put our first president's portrait on oven mitts and toilet bowl lids? These ads should clue us in that our culture is for sale and no ware/service is too low. Anything we think is 'cool' 'hip' or 'real' will eventually be bought up and used to hawk the tackiest ideas/goods. What's striking is that our culture is one of in's and outs- consumer goods and music alienate. That is, if you can buy it while it's cool and fringe you're on the inside (see Neiman Marcus/Barneys NY). If you can't or don't want to shell out $500 for a clothing item that you know cost $5 to make then you're on the outside- likely being looked down on from the end of an insiders nose. Then later, it's all one big joke on everyone as the inside's treasure is available at Penny's, Wal-Mart or Muzak'ed through the intercom in an elevator.

Lesson: Maybe we can place people ahead of the goods/culture we consume.

JCPenney can’t forget about "The Breakfast Club"

Happy tobehere, Jimbo, MN — Fri, 29 Aug 2008 04:32:42 GMT

I'd like to see BC toilet seat covers for sale at a swap meet alongside Star Wars healthcare coverage. I'd give anything to see the Rocky vs. Apollo waffle iron at my local Dollar General Store or, perhaps a Driving Miss Daisy pine tree air freshener for my car. Maybe we also need a WWII veterans memorial toilet brush holder to go with all of this, marked down in the clearance bin at Wal-Mart. Now THOSE would be some products!

JCPenney can’t forget about "The Breakfast Club"

Lauren,TX — Fri, 29 Aug 2008 22:10:10 GMT

I totally agree with this article about the JCPenny Ad. Thank you for posting such a great article!

JCPenney can’t forget about "The Breakfast Club"

T. Jones, Winston-Salem NC — Tue, 02 Sep 2008 12:52:36 GMT

Much like the rest of my HS and childhood memories...it's being turned into a total cheese-fest. I'm afraid of what's next. Jason and Michael selling Ginsu Knives on late night t.v. while Bryan Adams "cut's like a knife" is playing in the background?

JCPenney can’t forget about "The Breakfast Club"

Jon, Arlington, Virginia — Tue, 02 Sep 2008 15:17:35 GMT

People, get over it. It is just another company trying to sell their products. So what if they used a concept from an 80's movie. At least it is not sexual in content. It will not be on television for long. Deal with it!!

JCPenney can’t forget about "The Breakfast Club"

Bradley, Arlington, Virginia — Tue, 02 Sep 2008 15:23:17 GMT

Perhaps television should just completely go away. We could go back to only having radio. Will that please the people who have problems with ads like this one that uses the "Breakfast Club" concept? Get over it. It is only a television advertisement.

JCPenney can’t forget about "The Breakfast Club"

John Smith, Renton, WA — Tue, 02 Sep 2008 20:40:34 GMT

I hate to break it to all you clothing snobs out there, but JCPenney and most others get their clothes from the same overseas factories. Only the labels are different. If you can get something a little cheaper and it's the same thing...why not.

JCPenney can’t forget about "The Breakfast Club"

Christina, WA — Tue, 02 Sep 2008 22:23:54 GMT

I don't mind the ad so much as the fact that some of the scenes in the commercial were taken from the scenes where they smoked pot. What does it tell the kids who have no parental guidance when they see this commercial and go watch the movie for the first time? I was 13 when I saw this movie (on a VCR that we rented with our movies) and I wanted to do what they were doing. Is JC Penney advocating the use of drugs with this? Or did they just not think of that part? Either way, it was a bad idea!

JCPenney can’t forget about "The Breakfast Club"

Libby M, Raleigh NC — Wed, 03 Sep 2008 01:01:48 GMT

Maybe this is a case of regional coolness seepage... here in the east, the highschool kids are all about the '80's... hot pink and teal green baby! My son is 15 and he came and dragged me to the tv the first time he saw the ad... he knew right away what library that was supposed to be. The only movie he's seen as many times as Breakfast Club is probably Ferris. BUT.... I do agree... JCPenney? Not really where I think about shopping if I was cool.

JCPenney can’t forget about "The Breakfast Club"

Jane Doe, Las Vegas, NV — Wed, 10 Sep 2008 01:14:33 GMT

The part of the movie that they show in the commercial is the part where the kids "bond" after smoking weed.. Maybe it's a good thing that kids aren't familiar with the movie...

JCPenney can’t forget about "The Breakfast Club"

KLP Wellsville, KS — Wed, 10 Sep 2008 02:21:52 GMT

What a fantastic ad referencing one of my most favorite movies of all time. It makes me want to rush out to JC Penney to see what kinds of cool clothes they have for me to buy my kids. (except it's 25 miles away and I haven't worked all summer and can't afford to buy the kids new clothes yet) This is not a tongue-in-cheek comment. I mean it. It's a terrific ad. Ditto everyone else who appreciates that the ad isn't sensual - they're selling kids clothes! Thank you JCP - Good job.

JCPenney can’t forget about "The Breakfast Club"

BR, KC, MO — Thu, 11 Sep 2008 13:04:50 GMT

LG alluded to it already-- The first time I saw this add (running in front of a movie, so it was quite literally larger than life), all I could think about was how many of the scenes which they recreate were the direct result of the original characters getting high. That thought put a completely new spin on the whole ad. Maybe JCPenney is actually more transgressive than I usually give them credit for...

Or maybe they just didn't think the whole thing through very well.

What I would love to see is a Weird Science version. Or even better: License to Drive. Bustin' out of the school bus; savin' the local beauty; cool cars. Perfection.

JCPenney can’t forget about "The Breakfast Club"

Lynn, Denver — Tue, 16 Sep 2008 21:18:58 GMT

I loved this ad when I saw it! I think that there are many other young people who instantly recognize that this is referencing the Breakfast Club. Younger people today are more focused on media then ever before, do you think they don't watch movies from the past? Good movies stick around, especially if they are classics as so many people on this board insist Breakfast Club is. (However, it is just a movie, and the world will not end if JcPenny uses in their ad.)

JCPenney can’t forget about "The Breakfast Club"

Meredith B, Nashville, Tennessee — Wed, 17 Sep 2008 22:24:02 GMT

I am a 15 year old girl. I absolutely LOVED the ad. It is totally cute. My friends all loved it too.
Before judging the ad, give kids in my generation some credit. We DO understand what the ad was for. Even if we don't shop there, the ad is still entertaining.

JCPenney can’t forget about "The Breakfast Club"

Jeanne, Houston — Thu, 18 Sep 2008 05:25:01 GMT

Oh, good grief. Before the world starts thinking that everyone in their mid 30s - 40s is utterly insane, no, this movie was *not* the Gone With the Wind of our generation. It is not something we care so deeply about that we're offended by a stupid commercial. It's not. It just isn't. Promise. Maybe some people connected with it on a level that is coming across here as, well, scary, but to most of us, it was just a movie. Some of us liked it. Some didn't. I graduated from a typical, suburban HS in '88 and am still friends to this day with many of the people I grew up with (including my husband) and *none* of us would use words like "blasphemy" or "sacred" in regards to an okay movie that was fun and entertaining, but absolutely not something that will ever be considered one of the best movies of all time. And 50 more years isn't gonna change that, either!

As for the commercial itself, I don't think it was terribly well-targeted, but, then, as others have pointed out, for all the kids who don't get the reference, it's just another commercial with kids having fun at school. If it appeals to them - mission accomplished.

JCPenney can’t forget about "The Breakfast Club"

Missy, Wichita, KS — Fri, 19 Sep 2008 13:45:24 GMT

My kids and I are the "target demographic" for this ad.. Im 38, they are tweens and teens. They love the ad, I think it's....ok. I like the reference but I felt the ad wasn't true enough to the movie, if that is what they were going for. Too many kids, too much going on and the kids had no real resemblence to the original movie actors. The parts that were copied straight from the movie are ok, the in between stuff was annoying. I get the point, but the ad could have been better. On a scale of 1-10 I would give it a 5. Maybe.

JCPenney can’t forget about "The Breakfast Club"

Dave, Phoenix — Tue, 30 Sep 2008 18:03:09 GMT

I've been trying to forget about the Breakfast Club from the minute I left the theater.

JCPenney can’t forget about "The Breakfast Club"

Annie, Georgia — Mon, 06 Oct 2008 17:55:24 GMT

I think you are all missing one fact: Fashion the last few decades has come in fazes. In the 90s the 60s were in. All of my 15-16 year old friends managed to learn who Bob Dylan and Country Joe were, I was stealing my Dad's Jimi Hendrix tapes and listening to them with my friends, we wore woodstock t-shirts and rented the Monterey Pop documentary... in spite of it all being 20 years before we were born.

And now the 80s are in. The 15 year olds are listening to The Cure and Cyndi Lauper and whoever else was popular in the 80s, and they're renting Molly Ringwald movies. Some of them will get it, and tell their friends, and shop there because "Ohmygod I LOVE The Breakfast Club!"

JCPenney can’t forget about "The Breakfast Club"

Tom, Russell, Kentucky — Mon, 06 Oct 2008 18:58:46 GMT

The core message of the movie is that its ok to be weird and different? I think we now know who was weird and different in the 80's. The movie, as stated in some comments, was way more than the contrivance that this article puts forward. What the movie really said is that we all have more in common than it appears on the outside and that we all try really hard to fit in to whatever identity we do have to hold onto. I could care less whether JC Penny was right or wrong in doing an ad. Come on people, its an ad. Just don't trash the movie in the process to make it fit your critique of JC Penny.

JCPenney can’t forget about "The Breakfast Club"

Jamie — Tue, 14 Oct 2008 18:18:56 GMT

This AD is ridiculous.
Whoever made it should be shot. :|

JCPenney can’t forget about "The Breakfast Club"

JM Phila PA — Mon, 09 Mar 2009 18:35:46 GMT

Great Movie for it's time. Horrible commercial. I despised JCP before, and more so now. I ALWAYS change the channel when this commercial airs. Did you ready that JCP: I HATE YOU!!