JCPenney looks to bring authenticity and joy to its brand through its new back-to-school campaign that features non-actor children being their authentic selves.
“We’re trying to change the narrative about what it means to be and feel beautiful,” said Katie Mullen, chief digital and transformation officer at JCPenney. “We are selling products that help people put their best face forward, but we want to be sure we’re enabling that in an authentic way that celebrates anybody and everybody.”
The new campaign continues to use the Pointer Sisters hit “We Are Family,” which made its debut in JCPenney’s advertising during the retailer’s spring campaign, as its soundtrack. In the earlier commercial, the song was performed by Patti LaBelle and Judith Hill. In one of the new spots, up-and-coming family band The Wells Band & Friends take over the musical duties.
Consumers are expected to spend record amounts for both back-to-school and back-to-college shopping this year, according to the annual survey released today by the National Retail Federation and Prosper Insights & Analytics. Back-to-school spending is expected to reach an $41.5 billion, up from $36.9 billion last year. Back-to-college spending is expected to reach $94 billion, up $20 billion from last year.
The JCPenney campaign demonstrates the brand’s commitment to depicting authenticity in its advertising, Mullen said. In one spot, students from a real-life fifth grade class hang out with each other on the school grounds and mug for the camera on picture day. In addition to The Wells Band & Friends, the second commercial features students from Los Angeles schools Marshall Fundamental and Ramona High.
“It signals to our customer that we are really with them,” Mullen said of the casting and authentic nature of the spots. “Real life isn’t glossy. It felt important in this cultural moment to kind of strip away that veneer.”
The commitment to authenticity is something JCPenney plans to continue in the months ahead, Mullen said. “We’re leaning into depicting the real lives of our customers and will be picking up on that more,” she said. “This campaign is the first step in a larger conversation we will be having with our customers moving into the fall.”
