JCPenny launching ads during Oscars

By Staff -- Home Textiles Today, 2/24/2004 12:00:00 AM

PLANO, Texas — JCPenny will air a new ad campaign during the Academy Awards on Feb. 29. The campaign will play up the company's "it's all inside" tagline by asking viewers, "Have you seen what's inside?"

JCPenney will tout the fact that it is offers spring fashions; lingerie; fine jewelry; and custom-tailored solutions for homes: all at "JCPenney value."

Five new image-oriented spots will break during the Feb. 29 broadcast.

Two additional one-time-only spots will air during the ABC awards telecast. A 30-second pre-show spot promotes the "Superstar Dream Watch and Win Game," with the Grand Prize being $100,000, a trip for two to Hollywood and two tickets to the 2005 Oscar Pre-Show Red Carpet viewing area. Viewers are invited to tune in during the Academy Awards telecast to see if they have won the Grand Prize. A live 15-second unit within the telecast will reveal the grand prize winning code.

"Our 'it's all inside' campaign has proved its power to open eyes, and change attitudes, about what's going on at JCPenney today," said Vanessa Castagna, chairman and CEO of JCPenney Stores, Catalog and Internet. "Our new advertising motivates consumers to take an even closer look at our trend-right apparel and home furnishings, which represent an array of leading brands and compelling value. It also encourages new customers to experience the wealth of solutions JCPenney offers them through our department stores, catalog and Internet site, jcpenney.com."