JCPenney 2011 Annual Report Download - page 7

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7
| PERSONALITY
jcp & ellen together again
jcpenney is making retail history and has invited beloved television
personality Ellen DeGeneres along for the ride. Given that one of her
first jobs was working at a jcpenney store in Metairie, Louisiana, we
couldn’t think of a more appropriate spokesperson to help bring the
jcpenney story to life. Through a unique promotional partnership that
combines Ellen’s light-hearted humor with our shared sense of values,
we’re going to put the fun back into shopping again.
“was it always this way?”
Ellen made her jcpenney commercial
debut during the 2012 Academy Awards®.
In each spot, Ellen travels back in time to
find out if the hassles of retail shopping
always existed. The campaign reinforces
how jcpenney is changing the retail
landscape with an honest, simple approach
to shopping that’s Fair and Square.