Tuesday, February 12, 2008

She'll pretty much have to.

Ok, it's been awhile.

But I just saw a J.C. Penny's jewelry store commercial that made me wince.

We open on a close up of a jewelry box, clearly branded with the JCP red square. A man's hand reaches into the box, withdrawing a necklace with a diamond(?) heart dangling from it. It swings back and forth hypnotically, as the man says it's everything she wants, isn't it, honey? We cut to another scene- same thing- different hand, different necklace (still in shape of a heart), but same hypnotic swinging, and then cut again to the same sort of scene, followed by a product shot. We don't see any faces, male or female- just the different men's hands.

Parting VO line: "Everyone gets what they want this Valentine's Day."

What the heck does that mean? They can't be saying what I think they are..... right?


Clara said...

I'm pretty sure they *are* saying what you think they're saying, and it's totally fucked up. I noticed this ad a week or two ago and it's been driving me nuts ever since. GRARGH!

Jennifer said...

I heartily echo your GRARGH.

I was reaching for my keyboard before the ad was done playing, it's that bad.