DDB Gets Fresh for Penney

DDB Worldwide here uses hip music and a theme of self-expression to contemporize the image of J.C. Penney Co. in its first campaign for the retailer.

“Our goal was to refresh their image and to make people think about them in a new way,” said Bob Scarpelli, DDB’s U.S. chief creative officer.

The $200 million effort, which broke during the Emmy Awards broadcast Sept. 10, features the revised tagline “It’s all inside,” a catchphrase meant to show women how they can tailor Penney’s selections to their personalities and moods, Scarpelli said.

“Our whole strategic insight was self-expression,” he said.