I have the best greatest Dad ever.  Really I do.

Below is an email exchange my dad had with J.C. Penney’s regarding their new ad campaign.  It’s a little long - but I promise, worth the read.

Here’s an 83 year old guy that still goes to bat for me every day he wakes up.  Love you Pops - more than I could ever tell you.

Original Message  Follows: ————————————

Form Message

Subject:  General Inquiries 

First Name:  Lou   Last Name:  Schaefer   

 Topic:  advertising 

Comments:  Your current screaming ads are in very poor taste, very annoying and  not what I would expect from J.C. Penney’s 

——- Original Message ——-

From:  JCPenney Contact Us 

To: Lou Schaefer 

Sent: Sunday, January 29, 2012 8:34  PM

Subject: Re: General Inquiries

We’re very sorry that you are unhappy with our new commercials.

As one of America’s first stores, we thought it was time we re-imagined  every part of our business to make it easier and more exciting for you to  shop.

Many of the changes launch on February 1. It’s all about making shopping  easy and exciting for you. Fair and Square Pricing, Happy Returns and a great  new shopping environment.

We’ll have three ways we price  our merchandise, nothing more. What used to be our “sale” price is now our  Everyday Price, because it’s a great value everyday! We’ve also got Month-Long  Values—these are items that are marked down even further for the important  events that month. For instance, February is all about Valentines Day, so  you’ll find great Month-Long Values for that special someone in your life.  Finally, twice a month we’ll offer additional merchandise at our Best  Price—these are the best prices you’ll ever see on an item. Mark your  calendar—

Carri Cater

Marketing Sr. Project  Specialist

Corporate Customer Services

jcp.com

We make it affordable, you make  it yours!

——- Original Message ——-

From: Lou and Gerrie Schaefer 

To: JCPenney Contact Us 

Sent: Monday, January 30, 2012 4:29 PM

Subject: Re: General Inquiries

Thanks for the reply, but I would suggest you change advertising agencies.  That commercial would not attract me to Penney’s, in fact it has just the opposite affect.  Let me suggest a company  that would do a much better job for you - Schaefer Advertising Co. @ schaeferadvertising.com.   I might be a little prejudiced, but my son Ken could do a much better job for you.

 Lou Schaefer

From: Lou and Gerri Schaefer 

Date: Mon, 30 Jan 2012 17:33:02 -0500

To: Ken Schaefer 

Ken: 

If you should hear from JC Pennys, this is the reason why.

Dad