J.C. Penney (NYSE: JCP) will unveil its new "When it fits, you feel it" ad campaign during Sunday night's broadcast of the Academy Awards.
The retailer has purchased six spots during the pre-show, red carpet and awards show. The commercials will feature a wide variety of women, in terms of age, size, body type and ethnicity, wearing items from J.C. Penney's spring 2014 collection.
"From a branding perspective, our new tagline celebrates the emotion that comes from finding the perfect fit, underscoring our commitment to deliver the sizes, brands, styles and prices that fit the real life needs of our customers," a spokesperson for J.C. Penney told Marketing Daily.
This is the 13th consecutive year that J.C. Penney has partnered with the Academy Awards as an exclusive retail partner. Over the past five years, J.C. Penney has spent $49 million on spending for the Oscars. It's an important platform for Penney's and with over 40 million viewers expected to tune in, the recovering retailer could use the publicity. Earlier this week, J.C. Penney posted its first quarterly profit in more than two years along with a gain in same-store sales, a sign that things are finally looking up for the company.
McDonald's is another retailer that will maintain its longstanding ad slot during Sunday's prestigious telecast. This marks the 23rd straight year that the fast-food chain has advertised during the Oscars.
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