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JCPenney wants to keep it simple.
The retail giant is out with a string of ads from one of its new agencies, Peterson Milla Hooks, espousing its promise to offer "fair and square" prices (a pun on its new logo) without complicated sales gimmicks. Visually speaking, the spots feel a lot like PMH's work for its last mega-retail client, Target—bright, engaging, playful. But the JCPenney spots clearly home in on the brand's new strategic positioning, illustrating its argument through accessible, mildly humorous scenes.
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