DDB Takes Penney to the Oscars

NEW YORK JC Penney will launch its spring ad campaign during the Feb. 27 broadcast of the Academy Awards with the tagline, “For all the sides of you.”

Omnicom Group’s DDB Chicago is the retailer’s lead agency.

Six television spots incorporate a special-effects twist on the company’s box logo and “It’s all inside” theme to illustrate how JC Penney apparel provides the perfect style for the many roles women play in their daily lives. Spending was not disclosed

Three of the spots highlight the merchant’s exclusive relationships with celebrity designers, including Michele Bohbot, Chris Madden and the newest, Nicole Miller. The Nicole by Nicole Miller collection of dressy casual women’s clothing will launch in stores this month.

One spot touts the Plano, Texas-based retailer’s “Biggest Star” sweepstakes, which dangles a grand prize of $100,000 and a trip to next year’s Academy Awards. Shoppers can enter in-store through Feb. 27.

In addition to TV, the effort includes four-page inserts in fashion magazines, the Internet, direct mail and newspaper inserts.

Penney spent $300 million on all advertising last year, according to Nielsen Monitor-Plus.