One of my favorite commercial photographers shared this with me, and I just couldn’t resist passing it along. Some of them are quite ridiculous.
Check out the original post on Vintage Ad Sexism by Retronaut.
{ 0 comments }
You may or may not have noticed the latest television ad campaign (Mother New York) by J.C. Penney which highlights its new tagline and logo design. In February 2012, J.C. Penney began its image update by launching new prices and a new personality. According to J.C. Penney CO. CEO Ron John and president Michael Francis, Penney is going to put realistic prices on everything in its store and abandon the old ways of speaking to customers.
It’s simplifying prices and removing the traditional 99-cent ends on its price tags. Penney is also going for an image that’s more honest and forthcoming. This includes not inflating prices to offer large discounts at the counter.
New merchandise will be brought in from designers such as Nanette Lepore (juniors department) and Ellen DeGeneres was brought on as their new spokeswoman–who I just love!
Penney also rebranded with an updated version of the square logo it adopted last year. The new logo uses red, white and blue to represent its position as “America’s favorite store.” It’s fresh look included the new tagline, “fair and square.” In a statement from the company, J.C. Penney said: ”The new jcpenney logo, which combines the elements that have made jcpenney an enduring American brand, by evoking the nation’s flag and jcpenney’s commitment to treating customers Fair and Square. The square frame imagery will be evident throughout all of jcpenney’s marketing, to remind customers to frame the things they love.”
Well J.C. Penney, I salute you. I’m actually quite impressed with the campaign, strategy goals and execution. I’m critical about rebranding–given that it’s my specialty–but I’d say you’ve launched a successful brand campaign. Well done!
Below are some of J.C. Penney’s latest television spots. The first includes a teaser ad for their new campaign announcement. The next is a television spot with the lovely Ellen DeGeneres and the third is their April commercial, which I quite enjoy!
{ 0 comments }
