The best thing any brand can do is create a conversation with its customers, and Yours Truly was designed to be a continuing dialog. With each commercial, we directly addressed a segment of JCP customers (i.e., “Dear Breadwinners,” “Dear Dreamers,” etc.) and share something that will help them “look better and live better.” Though the company has since changed direction and hired a new CEO, the campaign was a hit with consumers and media.
“The Oscar Goes To… JCPenney!” — Forbes
“JCP is the early winner of the 2013 Academy Awards show.” — SF Examiner</div>