J.C. Penney serves up "Breakfast Club"-themed back-to-school push

07/7/2008 | Adweek

For its back-to-school effort, J.C. Penney is channeling the 1985 teen flick "The Breakfast Club" to use its archetypal characters to market its various clothing lines, including Arizona, Decree, Le Tigre and Fabulosity. The multiplatform campaign from Saatchi & Saatchi features ads with recreated scenes from the movie with actors clad in Penney fashions and a remake of the Simple Minds anthem, "Don't You (Forget About Me)." A microsite launching July 18 includes an interactive story that tracks characters from the TV spots.

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