The Academy Awards are a time of glitz, glamor and high fashion, and while Hollywood’s high-style may be out of reach for average consumers, they still want to look good. That is why JCPenney chose the event to launch its spring advertising campaign.
“It’s not only the stars who have style,” said Carl Byrd, vice president of creative and brand synergy at JCPenney. “Our audience data shows that JCPenney’s customers – America’s diverse working families – are personal style enthusiasts and we’re helping make fashion accessible with real solutions that everyday people feel good about wearing.”
The campaign launched during the awards’ show broadcast on Sunday night with a television commercial featuring a remixed version of the Pointer Sisters’ hit, “We Are Family.’ The new version features music legend Patti LaBelle, singer-songwriter Judith Hill and was produced by Tena Clark.
“Patti and Judith represent two generations of women coming together for the most legendary song about family to establish that JCPenney is here for America’s working families and the women leading them,” Byrd said.
In the spot, influencers such as Clementine Dessaux, Aashika and Rishika Jikaria, and Carla Kemp, appear with their families – mothers, daughters, sisters and friends to showcase the diversity and beauty of the retailer’s target consumer, Byrd said. The women are depicted getting ready for an outdoor spring party, trying on shoes and dresses and opening invitations as the remixed song plays as a soundtrack.
“The influencers featured in the campaign and their real families and friends represent the beauty and diversity of JCPenney’s loyal customers,” Byrd said. “So this is a great opportunity to help them see real people just like them who are celebrating real relationships and real spring events.”
The spring season, which includes events including weddings, graduations and other important days, is key to the campaign’s timing, Byrd said. “As JCPenney shoppers get their party plans ready for spring and begin to think about dressing and feeling their best this season, why not issue the invitation for them to start the celebration with us?” Byrd said.
Other elements of the spring campaign will roll out as the season gets underway, Byrd said, adding that the company recently launched a limited-edition collection with Prabal Gurung, bringing affordable luxury to the company’s customers in size-inclusive styles, all under $100.
