JCPenney doesn't want consumers to forget about it.

As part of its recently launched back-to-school campaign from New York ad agency Saatchi and Saatchi, JCPenney is playing off the famous scenes in the 1985 film "The Breakfast Club."

The movie featured the then teenage stars -- Emilio Estevez, Anthony Michael Hall, Judd Nelson, Molly Ringwald and Ally Sheedy -- sitting around a high school detention room, passing the time. The recreations, with young people wearing clothing available at JCPenney, are seen in both the company's television ads and accompanying Web site.

In addition, a remix of Simple Minds' "Don't You (Forget About Me)," which famously plays in the film, is heard in the spot. The remix, done by New Found Glory, will not be for sale.

An EP of five covers of the song, as well as the version made famous by Simple Minds, went on sale at online retailers this week for $5.94. Entitled "JCPenney Presents: Don't You Forget About Me (The Covers)," it features artists such as Hawk Nelson, Pacific!, Soul Mafia and Son Lux. Five percent of proceeds go to JCPenney Afterschool Fund.

JCPenney's move comes at a time when brands are increasingly trying to align themselves with music and musicians as a way of reaching their target audience who are increasingly avoiding television commercials by using DVRs. Other brands which have had their name prominently featured on music being sold recently include Nike and Procter and Gamble's Pantene.