brandadvisors was the lead agency behind the creation of jcpenney’s commercial campaign produced for the 84th Annual Academy Awards, featuring Ellen DeGeneres. The five spots highlight some of jcpenney’s initial changes to the store experience, communicated under the “Fair and Square” theme, focused on delivering simple, honest pricing, month-long values, and hassle-free “happy returns.”
The campaign includes a :30 teaser that ran during the Academy Awards’ pre-show that hints at the changes coming at jcpenney, featured in four ads that followed. The main campaign features two :60 spots: “Roman Returns” and “Western Coupons,” as well as two :30 spots: “Hat Pence” and “50s WakeUp.” The spots were originally intended to run exclusively on the Academy Awards, but due to their popularity, were extended to on-air broadcast for an additional month.
Four of these spots were among the ten most likable ads of 2012 based on market data from Nielsen Media Research.