JC Penney’s 6 Sentimental Spots For The 2013 Oscars

Long-time Oscar broadcast sponsor JC Penney launched a major series of six new commercials during ABC’s 2013 Academy Awards programme.


All of the TVCs ran under the retailer’s umbrella ‘Yours Truly’ big idea, each spot focussed on a specific range or sector and creatively they were all presented as a letter from the clothing giant to its customers.


Perhaps the highlight was the 90-second ad presented as a love letter from the clothing store to America – or more specifically to ‘Dear America’.


Or more specifically it was addressed to more than 20 different types of people – from dreamers to the faithful – and each was presented against heartfelt, emotional scenes of daily American life.


This spot ran with the message: ‘You deserve to look better. You deserve to live better. That’s what we’ve believed for 100 years. And we will believe for 100 more.’



Other JCP ads in this year’s Oscar series includes an energetic, slightly sexy spot for Cosabella Amore called ‘Dear Lingerie’,



a playful commercial for evening dresses with women running through a mansion for Pearl by Georgina Chapman (of Marchesa) called ‘Dear Starry-Eyed’,



and ‘Dear Guys’ a hip and rugged ad for Levi’s jeans.



All of the brand’s Oscar ads were created by JC Penney agency The Bureau.




This approach was something of a departure from last year’s Oscar strategy, which saw JC Penney focus on humour with a series of spots, fronted by Ellen DeGeneres, which were more funny than touching.


See previous case study.


This new, more sentimental approach would seem more in line with the recent successful commercial trend for creative that is more idealistic, nostalgic or even dreamy.


As shown by the positive consumer response to high profile US spots such as Budweiser’s ‘Clydesdale’ and Dodge Ram’s ‘Farmer’ commercials from this year’s Super Bowl.




JC Penny Oscar Ads Promotion Website:



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