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Too Soon? JC Penney Ad Thanks Consumers for Coming Back

May 13, 2013

Two weeks ago -- in the wake of Ron Johnson ouster as JC Penney CEO and Myron Ullman's return -- JC Penney apologized to customers. The apology ad it released marked a bold admission that the retailer had failed in its turnaround efforts and went too far afield from its heritage. But now the retailer is declaring victory with a spot thanking consumers for returning to stores.

The spot, from JC Penney's new agency of record, Y&R, began making the rounds Monday after it was posted to the company's Facebook page. But it was first posted on YouTube on Mother's Day, and seems aimed directly at moms.

The spot depicts pretty, muted images of moms spending time with their kids, and families enjoying each others company. A voice-over declares: "At JCPenney, we never stop being amazed by you. How you work so hard without looking like you do. How you make every dollar stretch so far and keep your family so close." It closes with: "We're happy to say you've come back to us. Thank you."

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