J.C. Penney Takes the Oscars Again

CHICAGO For the second year in a row, J.C. Penney Co. is the exclusive retail sponsor of the Academy Awards and is set to break new TV ads from DDB on the show.

The Chicago agency has developed new spots for the Plano, Texas-based retailer that will promote a new spring clothing line, said Stephanie Brown, manager of corporate brand publicity.

The ads continue “It’s All Inside,” a campaign conceived by DDB in 2000. The work shows women how they can tailor Penney’s selections to their personalities and moods, Brown said. Further creative details were not disclosed.

The 75th Academy Awards show airs March 23 on ABC. A 30-second spot costs about $1.2 million, according a media source.