Penney's pulls ddb tv spot

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J.C. Penney and its ad agency, DDB Chicago, may have gone too far in efforts to make the retailer relevant to hip teens. A DDB TV spot that showed a mother helping her daughter expose more midriff by lowering a pair of hip-hugging jeans was yanked from the air after offended shoppers sounded off.

“After receiving several complaints, we decided the ad was too forward for some of our customers,” a representative at Penney’s Plano, Texas, headquarters said.

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