The advertising agency Saatchi & Saatchi won a Cannes Bronze Lion this week for this 60-second J.C. Penny spot. So very clever, viewers concluded! The ad, which features a teen boy and girl timing themselves as they get dressed and undressed, then lying to the girl's parents about what they planned on doing in the basement, might, to some, encourage teen sex. Racy! Which is why, in fact, J.C. Penny never approved the ad — and expected it to die on the cutting room floor. It didn't, and S&S submitted it to Cannes. Now, execs at the retailer are, supposedly, furious over the spot and the attention its getting, which is the reaction any responsible mega-corp would need to have. Except if said execs are actually any good at their job, they're going to put their feet on their desks and congratulate themselves over the endless brand impressions they received from all the free publicity and their ability to come across as hip to the teen market they so desperately court, all while maintaining deniability.