Department store JCPenney was founded in Wyoming on April 14, 1902 by James Cash Penney. Originally called The Golden Rule, the store sought to “treat others as we would like to be treated.”
As its 120th anniversary approaches—a milestone Amazon won’t hit until the year 2114—the retailer is introducing a new spokescharacter named Penny James, played by SNL star Melissa Villaseñor.
James is a mom, teacher and JCPenney superfan described as “the ultimate all-in shopping enthusiast who’s right at home in her ‘shoppy’ place.”
In a series of ads, James will share “all the reasons to love the JCPenney shopping experience, from modeling fabulous outfits, cozying up with home décor, relaxing with a hair treatment and style, and buying a pair of sassy, JCPenney-red prescription glasses.”
Her catchphrase: “Shopping is back!”
The phrase “allows us to spotlight our standout portfolio of private brands, national brands and partnerships, the inclusivity at the heart of our company and product assortments and the work we’ve done as a business to evolve once again,” said Bill Cunningham, vp of marketing, in a statement.
Despite its struggles, the retailer said it is now focused on providing “diverse, working American families” with “fashion, quality, convenience and value no matter where, when or how they want to shop.”
In the first spot, which is out April 4, James sings “Happy Birthday” to the department store.
“The character of Penny James is a playful tribute to our customers and what they love about JCPenney,” said Carl Byrd, vp of creative and brand synergy, in a statement. “We found a dream collaborator in [Villaseñor], who graciously helped us create such an unforgettable and endearing representative of our brand.”
Other campaign elements include a brand refresh, sales, an “exclusive Q&A” with James and a cross-country tour described as a “block party-style celebration with local food vendors, games, music and giveaways” in 12 cities from May to August.
“The JCPenney brand holds an incredibly special place in millions of Americans’ closets, homes and memories. We celebrate this legacy while showing a reinvigorated JCPenney brand that expresses our energy and optimism, which we want customers to experience with us,” Cunningham added. “JCPenney has transformed itself with innovation and imagination, and is ready to get back to connecting with our customers through shopping.”
Joseph Kahn directed the spots. He has also worked with talent like Mariah Carey for McDonald’s and Cardi B for Pepsi.
