UPDATE: Just before posting this blog tonight, I put a few puzzle pieces together and figured this out, which helps all of the post make a little bit more sense:
The “screaming” commercial, along with a host of other marketing pieces for jcp, was designed by Mother NY, who does work for Target. The cover of the February jcp catalog and the “good” commercials were created by PMH, the same agency that worked with Target for nearly a dozen years until May 2011. PMH also does work for GAP (see logo reference in first paragraph) and is now the Agency of Record for Sephora, which has their retail locations inside jcp stores. I am not sure who did the new logo for jcp, but I can tell you that it is their THIRD logo in THREE years! And honestly, I am hoping there will be a 4th within the next year, because I am not a fan of this one.
So, “things are changing” at jcp today. You may have seen their new logo, or a TV commercial about the “change”. Maybe you noticed something was shifting from their Facebook page. For me, I first noticed something was happening with their marketing campaign when I saw the new logo (and I instantly thought of the horror that was the GAP logo mishap) and then received a catalog in the mail (and was pleasantly surprised by how “nice” it was, although very Target-ish looking). Next, I happen to walk through my living room when one of their TV commercials was airing – and it kinda scared me. Seriously. There were lots of women (and a couple of men) screaming. It definitely wasn’t a TV commercial that made me want to continue watching it and then go shop at jcpenny.
Last night, while checking my email and catching a glimpse here and there of whatever my husband was watching on TV, the screaming commercial came on – and reminded me again, that I didn’t like it. Since I had the computer on my lap, I decided to do a little research and see what other people thought about it. According to the jcp YouYube channel, apparently more people like it than don’t. Hmmm. Guess I am in the minority there.
However, I actually really DO like some of other new jcp TV commercials (I am not sure if they are airing yet, but you can see them on YouTube). Again, they are very similar to Target ads, but hey, mimicking is one of the best compliments someone can give, right?
So, I have two thoughts that I want to post here about the new jcp marketing campaign. One is, that I am surprised by the inconsistency of the campaign as a whole. I like to live by “consistency is king” when it comes to marketing campaigns, but I actually believe the INconsistency of this campaign might actually work for them.
Second, the more I think about it and the more I watch the “screaming” commercial, the more I don’t like the way it is portraying women that shop for deals & discounts. This spot makes women look absolutely crazy – which is insane in itself. Nearly every woman that I know – wealthy or living paycheck to paycheck – uses coupons. It is almost a way of life nowadays with the way our economy is. In this commercial for jcp, it is making women who clip coupons, look like total freaks.
Below are a few of the new spots – along with the one I don’t like. What are your thoughts on this new campaign? Do you love it? Hate it? Don’t care?
Not-so-good TV commercial:
Good TV commercial:
Another good TV commercial:
By the way, does anyone else find it interesting that Target is a CIRCLE and jcp is a SQUARE?
