JCPenney ads have stirred up controversy in the past. Remember this one that resembled Hitler? Well, now the company is under fire for a back-to-school commercial that some people say promotes bullying.

The “mom” narrating says she shops at JCPenney because the clothes are a hit with her kids. “I’ve been told this stuff can make or break your year,” she says as an image of a boy in the lunch room is shown sitting alone.

Watch the commercial above and tell us what you think!