JCPenney’s Honest New Ad: ‘It’s No Secret’ That You Hate Us

Please like us again, though!

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JCPenney is looking to bounce back from an absolutely wretched 2012, when it shed customers at an astonishing rate. But first, it wants to say sorry. In this admirably honest new commercial—the first work from JCPenney's new lead creative agency, Young & Rubicam in New York—the retailer admits that it's troubles are "no secret," but that it's committed to winning you back.

The voiceover says: "It's no secret. Recently, JCPenney changed. Some changes you liked, and some you didn't. But what matters with mistakes is what we learn. We learned a very simple thing: to listen to you. To hear what you need to make your life more beautiful. Come back to JCPenney. We heard you. Now, we'd love to see you." The spot ends with the full JCPenney name, and the lines "Come back to see us" and "We're listening on Facebook."

One viewer responded on YouTube by writing: "Thank you for admitting your mistake! My friends, family, and I will be shopping here again!" See how easy that was!

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@nudd Tim Nudd is a former creative editor of Adweek.