If you have been lucky enough to catch any of the TV spots for JCPenny in the last week or so, you might have noticed a similarity to Target ads. That design minded aesthetic is something that PMH was known for in the direction of the ads they styled for the Target brand.
Directed by MJZ’s Rocky Morton, the new suite of TV spots for JCPenny have clean, colorful well designed look, that are humorous, and at times bordering on cute. There is nothing wrong with that. The spots work fusing great visuals, editing, and copy writing to complete the set.
I hope these ads are as successful for JCPenny as the ads PMH produced for Target were. JCPenny, like other established retail giants (Sears in particular) have felt a pinch from newer rivals like Khols over the last few years as brand perceptions have shifted about the quality of their product, store fronts, and price points.
In addition to the “Fair and Square” campaign that the previous spots support, JCPenny is launching another spot for February directed by Grand Large’s Gaysorn Thavat. This spot features Billie Holiday’s 1937 recording of Irving Berlin’s “I’ve Got My Love To Keep Me Warm,”as the soundtrack and tries to establish that feeling of modern-day Americana, which is what JCPenny is something that this entire series of ads does with with technicolor punch, and a bit of whimsy. Personally I think these are the best TV spots JCPenny has released in years.