Posts Tagged ‘Back to School’


One of my favorites, Portland band Hockey, has remained relatively unknown in the states. The vast majority of their promotion has been across the pond, with the occasional plug on MTVu’s site.  Things will quickly change, and I’m not sure I necessarily love it.

Saatchi & Saatchi launched their ad campaign for JC Penney’s back-to-school teen initiative, with an emphasis in cinema advertising.  A huge partnership was also locked in with Hockey.  Their catchy track “Too Fake” is featured in the ad and on the retail store’s site, their band name in display during the 1:00 clip, and JC Penney is a tour sponsor for a few US stops in August (including a sweepstakes promotion with tickets given away for their three shows).

Brandweek noted: Music features prominently in a new back-to-school campaign for JC Penney, with a dance track called “Too Fake” driving cinema and TV ads and the retailer co-sponsoring a series of concerts by Hockey, the band that created the song.

Although I’m all about a band’s survival during the steady decline of record sales, I have to say I’m unsure if I’m excited to see Hockey become the soundtrack for teenage back-to-school fashion, and not certain the association with JC Penney is necessarily the most fitting for this edgy band.  We’ll have to see if it will tarnish their image or help sell albums, but I’m guessing Hockey is well on their way to becoming more than that Canadian sport to teenagers (and those that enjoy teenage music now, I suppose – although I refuse to believe Hockey should be classified as teen-targeted rock music!).

Check out the ad below.