Penney Takes an 'Inside' Track

J.C. Penney unveiled a new brand positioning during the broadcast of the Emmy Awards Sunday, Sept. 10, with spots from DDB Worldwide.

The $200 million effort by the retailer’s new Chicago agency features the revised tagline, “It’s all inside.” The slogan is meant to refer literally to the contents of Penney’s department stores as well as what’s on customers minds.

Three television executions show a couple preparing for the arrival of an adopted daughter; a woman playing fetch with a dog and a pile of shoes; and a woman whose outfits change instantly with her moods.

The ads replace a short-term campaign from former agency Temerlin McClain of Irving, Texas.