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JC Penney Dresses Up for Oscars

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DALLAS JC Penney will launch its spring ad campaign with six new commercials from the Chicago office of DDB Worldwide that begin airing on the Feb. 27 broadcast of the Academy Awards.

In its fourth year of using the awards show to launch its spring lineup of fashions and home furnishings, the Plano, Texas-based retailer is targeting female viewers, said CMO Mike Boylson.

"Our goal is to strengthen the emotional connection between JC Penney and the customer," Boylson said.

The new campaign uses the tagline, "For all sides of you," a twist on the standard "It's all inside" theme, the company said.

The commercials promote JC Penney's exclusive relationships with celebrity designers, including Nicole Miller, the most recent acquisition. The nicole by Nicole Miller collection of dressy casual women's clothing appears in JC Penney stores this month.

Another spot promotes JC Penney's "Biggest Star Sweepstakes," with the winner of the $100,000 grand prize identified near the end of the Academy Awards broadcast.

The other spots include a 30-second ad that presents actor Diedrich Bader becoming distracted by beautiful women as he heads toward the awards podium. A 45-second spot called "Choices, Choices" shows a woman standing in front of her closet picturing the perfect outfit to wear for each day of the week as the Blondie song "One Way or Another" plays. The Nicole Miller collection is introduced in "Keeper," which chronicles two stylishly dressed women over the course of their day.

A spot called "Irresistible" advertises lingerie. The Michele Bohbot collection is featured in "Never," backed by Lilix's remake of the song "What I Like About You." Home furnishings are showcased in "Escape," which uses the Dido song "Don't Leave Home."

The spring campaign also includes four-page inserts in top-tier fashion magazines, themed pages at jcpenney.com, direct mail and newspaper inserts, the company said.

Campaign spending is undisclosed. The retailer spent $300 million on advertising in 2004, according to Nielsen Monitor-Plus.