Wednesday, July 11, 2007
JCPenney gets more — sniff, sniff — emotional in its new ad campaign
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PLANO — The NYT notes that, partnered with its new ad agency Saatchi & Saatchi, Plano-based J.C. Penney is taking a more emotional tack in its new ad campaign. Their words:
But since abruptly ditching DDB in favor of Saatchi & Saatchi in September, Penney has introduced a series of campaigns that above all tell stories — heartstring-tugging, even tear-jerking tales that look very little like anything a department store has done before in the advertising realm.
Oh, sniff. They've also changed their slogan, from the old "It’s all inside." to the new "Every day matters." That's not all: They've launched a Webisode series on their Web site -- a commercial for which will be shown at 1,400 movie theaters before Harry Potter and the Order of the Phoenix and The Simpsons Movie. Way to rope in the kids.
The great thing is that the method the NYT uses to judge the ad's success is by the number of times the song in the ad has been downloaded on iTunes. Nevermind the number of shirts or sheets sold -- it's downloads, baby.
Posted by T.G.
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