Last but not least: Hormonal faked lion

 
Some would give the shirt off their back for a Cannes Lion. The American department store chain J.C. Penny has now done the exact opposite: it is distancing itself from a commercial that won a Bronze Lion. The reason: it was made and submitted without its knowledge and consent, the retailer announced in a communiqué. This was not the only thing that annoyed the agency. But also the content of the clip, which shows two teenagers doing speed dress training. In the final scene, the young couple tell their worried mother that they just want to watch TV in the cellar. Finally, the cover, loosely translated as "Today you could get away with it", implies a major taboo subject in the land of unlimited freedom: teenage sex. The commercial could imply that J.C. Penny approves of sexual intercourse between adolescents. And that would probably be worse for a company in the motherland of political correctness than if the CEO were to be exposed as a triple murderer. Hence the public distancing from the ad. J.C. Penny stated in the communiqué that a former employee of the in-house agency Saatchi & Saatchi was behind the clip. The creative agency in turn passed the buck to the production company Epoch Films. According to Adage.com, the company refuses to comment. What is certain in any case is that the TV commercial was never shown on television: the award-winning work is therefore a fake. According to Adage.com, it remains to be seen whether the Cannes Lion will have to be returned as a result. Either way, there are two sins in this short story: Teenage sex and a faked competition entry. The question is, which is worse? Both seem to have one thing in common: it happens again and again, but is often kept under wraps.