Women’s Wear Daily
04.23.2014
advertising
advertising

Ellen DeGeneres Bows for J.C. Penney

First TV ads to be unveiled during Oscars.

advertising/news
Most Recent Articles In Advertising
Most Recent Articles In Advertising More Articles By

Ellen DeGeneres won't be hosting the Academy Awards this year but TV viewers still will be seeing a lot of her during the three hour telecast. J.C. Penney Co., the official retail sponsor of the Oscars, will run five commercials featuring DeGeneres, including a spot before the award for Best Picture is unveiled. All of the commercials will be fully integrated with Twitter, via the branded hashtag #jcpellen, and continue online with extra footage and an interactive experience at jcp.com.

DeGeneres was tapped as the face of the new Penney's by the retailer's chief executive Ron Johnson. This is the brand's first big TV push with DeGeneres, as part of its Fair and Square strategy that involves no couponing and an "honest approach to pricing." This includes a new return policy that does not require receipts and new pricing with whole numbers. And, no more "doorbuster sales." The brand claims the days of waking up early and camping outside Penney's for a deal will now be a thing of the past.

RELATED STORY: J.C. Penney Reports Loss >>

load comments

ADD A COMMENT

Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.

Ads by Google

Newsletters
Newsletters

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

Publications

ArticleFinder

Media


Choose By

Clear

How it works

Close

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.


Or