This Breakfast Club Makes Me Want to Puke

I saw this new JC Penny commercial four times last night, and each time I just about hurled up my dinner. This ad disturbs me on so many levels I hardly know where to begin. So I’ll just dive right in:

1. Memo to corporate America: Please stop co-opting my childhood to sell your stupid crap.

It’s already bad enough that I can hardly listen to The Who without seeing scenes from CSI: Whatever in my head (nothing like some bad David Caruso acting to ruin a rousing “Won’t Get Fooled Again”). But now JC Penny has to go and destroy one of my favorite movies of all time–The Breakfast Club–in an attempt to sell back-to-school clothes. And, yes–I’m not so naive that I don’t realize that the artists are culpable here as well–The Who’s songs don’t just magically appear over the credits of a TV show, and I’m assuming that some licensing agreement was made in order to recreate scenes from The Breakfast Club (although, the scenes aren’t recreated exactly as they are in the movie and for my money, the whole thing falls under the definition of a parody, thus making this train wreck absolutely legal regardless of permissions).

But while parody is one thing (I love it when shows like Family Guy make fun of ’80s institutions, because it’s like a little wink, wink, nudge, nudge to their audience. Plus, it’s usually hysterical), taking iconic songs and films from the past and using them to market a TV show or sell clothes always seems a little…well…gross to me somehow. In fact, I’m usually less inclined to watch whatever show or buy whatever product because I’m just rubbed so completely the wrong way.

So if somebody decides to start using “Hungry Like the Wolf” to sell popcorn, then I guess I’m fucked because two of my favorite things will be ruined for me.

2. Just who the hell is the audience for this thing anyway?

When the time came to buy fall clothes in my house, my mom and I (and later, once I started working, just me) would go to the mall and we’d just veer wherever I found clothes that suited whatever I thought was cool at the time (and then she’d say, “You’re not planning on buying that, are you?” or “I am not buying that for you.” And then we’d fight and then I’d end up with clothes I totally hated and people would laugh at me. But I digress.). But regardless of who was actually purchasing the clothes, the point here is that I was the consumer–I was the one making the decisions about what stores to enter and what clothes to look at, at least initially.

And as today’s teens have more money than ever (whether earned or given to them by their parents), they have awesome power as consumers. So why did JC Penny choose to ape a movie that was released before any of them were born (and let’s just have a moment of silence over the fact that The Breakfast Club was first released nearly twenty-five years ago. Sigh.)? While I know that the film has endured in the pop culture cannon, would most tweens and teens get the reference (and I know some particularly savvy kids probably would, but what about the kids who are ingesting a daily diet of Hannah Montana or Lil’ Wayne or Fall Out Boy or the Jonas Brothers or whatever travesty is coming down the pike these days. Would they get it?)? And even if they get it, will it make them want to rush headlong into a JC Penny for some cool threads?

I thought that perhaps the target audience for the ad was maybe the parents of the kids rather than the kids themselves (and let’s have another moment of silence to observe the fact that people my age are actually old enough to have kids in high school). But again, while the parents may control the purse strings, the kids are the ones who are actually yanking the purse strings around the mall. And I could be misremembering things here, but I don’t recall my mother and I ever entering a particular store on the strength of a commercial that mimicked scenes from Rebel Without a Cause  or Tammy.

So, um, yeah–the audience thing baffles me.

3. And don’t even get me started on the kids in this commercial. Oh, wait…here I go…

The point of The Breakfast Club was that regardless of whatever high school stereotype we exemplified on the outside–the brain, the jock, the princess, the criminal, or the basket case–we were all dealing with the same emotional black holes on the inside. I always thought that the message was why the film became such a classic. I mean, what teenager can’t relate to that sentiment? And I know that personally, thinking about the film helped me get through those rough patches in high school when I thought that the popular kids couldn’t possibly understand anything that my friends and I were about–I’d think back on the movie and try to remember that deep down, we were all just human beings of about the same age, trying to deal with the same shit in our own ways.

Um, so thanks, JC Penny, for ruining the message of the film for me. As you can see if you watch the clip, not only are the kids in this Breakfast Cluster-Fuck the same on the inside, they’re the same on the outside, too, all of them looking like the preppy spawn of princess Claire Standish and jock Andrew Clark. The girl who gets to recreate the iconic Allison (the basket case) scene of her pouring pixie stix onto a sandwich made of bread and Cap’n Crunch is wearing a pink dress. A pink dress, for the love of all that’s holy. Somewhere, Ally Sheedy is probably crying. I know I am, anyway. And nowhere in this ad does there appear to be a nerdy Brian or a rebellious Bender (and no, young man who thrusts your fist in the air as you are leaving the school at the end of the commercial–you are no John Bender).  All of these kids are as nicely-dressed (of course–it’s a clothing ad) and freshly-scrubbed as your local church youth group. John Bender wouldn’t have hesitated to put a cigarette out on one of their foreheads.

So JC Penny takes a film with a moving message about getting beyond typical teenage alienation and twists that into “Buy our clothes, and you’ll look cool just like these kids.” Barf.

As it’s July, I’m assuming I’ll have to either endure this insult of a commercial until late August or early September or stop watching TV altogether, and as option #2 isn’t likely, I guess I’ll just have to let this ad stoke my anger. And I haven’t even touched on the awful remake of Simple Minds’ “Don’t You Forget About Me” by “pop-punk” outfit New Found Glory (”Pop-punk.” Bleh. I’m still waiting for the day Johnny Rotten blows snot on the New Found Glorys and Avril Lavignes of the world and they run away crying). Nor have I touched on the fact that the Shermer High School in the ad doesn’t look like the Shermer High School in the movie (which was actually two different suburban Chicago high schools in the original film, because as Jay reminds us in Dogma, “There is no Shermer, Illinois.”). There’s just not enough space in one blog posting to go off in detail on everything that offends me about this commercial.

But at least they tried to get the old-school Illinois licesnse plates right. So boo-yah to you, JCP, for making the effort.