JC Penney used emotional spots during the Oscars. The half-dozen ads aired during the Oscars were themed around the tagline “Yours Truly, JCP.”
https://youtube.com/watch?v=-RTOYH7eXGA
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The spots were heavy on images of Americana, with many focusing on brands now available at JC Penney, including Levi’s, Cosabella, Pearl by Georgina Chapman and Joe Fresh. Only time will tell if this new campaign (which will be ongoing) will be as successful as last year’s spots with Ellen DeGeneres that focused on whether return policies and pricing strategies had always been befuddling at retail.
Source: AdAge.com
