JC Penney Totally Friggin’ Pissed Over Fake “Viral” Ad Winning Cannes Lion

(Ad Age)

Oh goody.

As someone who works in advertising, and has worked in advertising for well over a decade, this is simply very, very funny.

Ever since I can remember the award shows have been dominated… well, not “dominated”, but something darn close… by ads that were not quite “real”.

Frequently establishing very successful careers for their unscrupulous submitters.

And I’ve certainly had that opportunity, too.

You see, in the “ad world”, our clients routinely kill good work. Sometimes even insanely great work. Work that is not only way, way better than most of the crap you see on TV, and in magazines, but ads that would win us awards, and actually make our client’s product/or/service fly off the proverbial shelves.

Stupid clients.

So why didn’t I do it? Because I don’t cheat, that’s why. And neither do the vast majority of people in the ad industry.

But, alas, some do.

And so now these numbnutz at Saatchi NY and Epoch Films have gotten caught with their greedy little paws in the liquor cabinet, and it’s all the talk of the Ad World.

Now can we please stop giving out awards to FAKE ads already?

There are way too many of us who work in the real world. We actually have these things called “briefs” and “strategies”, and after we work our asses off we have to have our concepts approved by these people called “clients” before they run. Oh yeah, and then they have to actually RUN. And with the client’s permission.

And once, in Sheboygan, in the middle of the night doesn’t count.

Getting work through THAT spanking machine, and emerging on the other side w/something great is worth awards. And, more importantly, it’s worth our respect. But this kind of concept-in-a-vacuum, ad-school fakery should deserve nothing but our scorn. Shame on these charlatan creatives, and shame on the judges. Because we all know full well that they knew exactly what they were giving an award to, and why.

It’s high time this blatant brand of award grabbling be recognized for what it is: cheating.

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