JC PENNEY WINS A BRONZE IN CANNES, BUT BLAMES THE AGENCY

Once again, the problem of fake ads hit the last edition of CannesLions. And now, with a public complaints by the client about a commercial posted on Youtube that won a bronze, but has never been approved. The film, featuring two teens practicing for a naked romp in the basement, was an unauthorized fake, and executives at the department store are royally pissed. The chain’s CMO tells The Wall Street Journal: “We’re very disappointed that our logo and brand position were used in that way.” Penney blames Saatchi & Saatchi, which blames the spot’s Cannes entrant, Epoch Films.
The whole story is told by Gawker, that says 'On the bright side, some swashbuckling video rebel (every company has one!) just launched a promising career in the awards-obsessed ad industry, albeit at the expense of someone else's brand.'