Business Services Industry
J.C. Penney Uses Oscars to Launch New Ad Campaign.
Knight Ridder/Tribune Business News, February, 2004
By Heather Landy, Fort Worth Star-Telegram, Texas Knight Ridder/Tribune Business News
Feb. 29--Like the Academy Awards show itself, the advertising campaign that J.C. Penney Co. plans to launch during tonight's Oscars telecast on ABC is focused intensely on image and fashion.
The retailer will air four 30-second commercials and one 45-second spot during the broadcast, each highlighting a different merchandise category. In one, actor Dietrich Bader from The Drew Carey Show takes a dizzying ride on an elevator crowded with attractive women dressed in Penney's spring clothes. In another, women are encouraged to feel sexy every day, not just on Saturday nights, with Delicates, Penney's brand of lingerie.
Plano-based Penney won over Wall...
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