Agency: Saatchi and Saatchi
Client: JC Penney
The 1980’s Brat Pack movie ‘The Breakfast Club’ has proved inspiration for the latest‘Back to School’ marketing campaign for US clothing retailer JC Penney.
Aiming to highlight the array of lifestyle brands available in store, the work has been created by Saatchi & Saatchi New York.
Drawing from the movie's storyline, the ads focus on a group of teens, each representing a different high school clique - - a Decree teen, an American Living teen, a Whitetag teen or a Fabulosity teen – all wearing JC Penney brands.
Directed by renowned artist David LaChappelle, the ads feature a remix of Simple Minds' song "Don't You Forget About Me" from "The Breakfast Club" soundtrack.
"By incorporating 'The Breakfast Club' theme into our Back-to-School campaign, we're able to bring our lifestyle brands to life in a way that resonates with both teens and their parents," said Mike Boylson, chief marketing officer for JC Penney.
"With teens and parents closer today than ever before, we recognize the importance of delivering a marketing campaign that's relevant to today's teens, yet approachable to Mom."
A 60-second version of the ads will air during previews for PG and PG-13 movies in cinemas across the country supported by JCPenney's ‘Back to School’ sitelet, jcp.com/getthatlook.
The site also features an interactive "pick your own adventure" game for each of the teen lifestyle characters featured in the commercials.
All the outfits worn by the characters can be added to a locker, which serves as a shopping cart linking to jcp.com where site users can purchase the items to "get that look."
Users can also opt to sign-up to receive text messages to their mobile phones that will feature fashion ideas and highlight upcoming sales and special offers at JC Penney.