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brandadvisors Leads Production of jcpenney's Academy Awards Commercials, Featuring Ellen DeGeneres


brandadvisors Leads Production of jcpenney's Academy Awards Commercials, Featuring Ellen DeGeneres

PR Newswire

SAN FRANCISCO, Feb. 27, 2012 /PRNewswire/ -- brandadvisors, a strategy-based innovation and creative firm, today announced its role as the lead agency behind the creation of jcpenney's commercial campaign produced for the 84th Annual Academy Awards, featuring Ellen DeGeneres. The five spots highlight some of jcpenney's initial changes to the store experience, communicated under the "Fair and Square" theme, focused on delivering simple, honest pricing, month-long values, and hassle-free "happy returns."

"We were honored when jcpenney President Michael Francis asked us to spearhead this significant inauguration of jcpenney's strategic partnership with Ellen," said Charles Rashall, brandadvisors' President & Founder. "In my 25-year career, I'm hard pressed to recall a collaborative partnership that accomplished such meaningful results so quickly, through so many talented people."

Mr. Francis commented, "The brandadvisors team has been instrumental to the transformation of jcpenney's brand identity. From our new logo to our brand manifesto to the five commercial spots featuring Ellen DeGeneres, brandadvisors' creativity and brand prowess is helping to create an enduring brand that will be relevant for the next 110 years."

brandadvisors was charged with developing the campaign strategy and aligning the creative work with jcpenney's overall branding and marketing initiatives across the organization. In support of brandadvisors' unique structure that provides dedicated senior talent across a broad range of domain expertise, the company complemented its in-house team through a partnership with award-winning director Bryan Buckley, AdWeek's 2010 Readers Poll commercial director of the decade, Driver NY, an independent production management agency and creative duo Ken Segall and Michael Rylander, all in unison with Ellen and her team of writers.

The campaign includes a :30 teaser(1) to run during the Academy Awards' pre-show that hints at the changes coming at jcpenney to be featured in the four ads to follow. The main campaign features two :60 spots: "Roman Returns"(2) and "Western Coupons,"(3) as well as two :30 spots: "Hat Pence"(4) and "50s WakeUp"(5). The spots will run exclusively on the Academy Awards.

As a jcpenney strategic partner, brandadvisors began working with jcpenney last fall, and was responsible for developing the company's brand positioning foundation, logo mark and graphic identity system, among many other important initiatives.

About brandadvisors

brandadvisors applies research, experience, creativity, and intuition to drive meaningful change for its clients. With innovation at the core, its special expertise is in distilling and articulating its clients' unique value and potential, identifying market needs, and then aligning product, people, experience, identity and communications to create distinct and meaningful value.

brandadvisors' proprietary 7P™ model uses an outside-in approach to ensure a sound strategic foundation and a proprietary inside-out process to bring alignment across all brand touch points. Services span research, strategy, product & service development, naming, logo and visual identity and design systems, experience design, culture evolution, graphic design, and marketing communications. Among the scores of brands served by the firm, recent clients include jcpenney, Stanford Medicine, Cisco, Shutterfly, and Whitefish Mountain Resort. The privately held company was founded in 2002 and is based in San Francisco.

For more information please visit or call 415-393-0800.

About J.C. Penney Company, Inc.

Over 110 years ago, James Cash Penney founded his company on the principle of treating customers the way he wanted to be treated himself: fair and square. Today, rooted in its rich heritage, J. C. Penney Company, Inc. (NYSE: JCP) is re-imagining every aspect of its business in order to reclaim its birthright and become America's favorite store. The Company is transforming the way it does business and remaking the customer experience across its 1,100-jcpenney stores and on At every visit, customers will discover straightforward Fair and Square Pricing, month-long promotions that are in sync with the rhythm of their lives, exceptionally curated merchandise, artful presentation, and unmatched customer service.

For more information about jcpenney, visit

(1) PJCP2811(H)
(2) PJCP2813(H)
(3) PJCP2812(H)
(4) PJCP2814(H)
(5) PJCP2815(H)

SOURCE brandadvisors

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