JC Penney and Ellen DeGeneres at Academy Awards

JC Penney featured comedian Ellen DeGeneres in an advertising campaign launched in association with the 2012 Oscars. JC Penney was the official retail sponsor of the Academy Awards. Ellen’s choice as the company’s new ambassador was a controversial one. One Million Mums, a conservative pressure group, threatened to organise a boycott of JC Penney because of their perceived association with homosexual lifestyle. As viewers of the Oscars would have noticed, JC Penney has not backed down. There were five JC Penney Ellen DeGeneres commercials using time travel, set in ancient Rome, the Wild West, an English hat store, 1950s America, all online at jcpenney.com/Ellen.

JC Penney JC Penney Ellen DeGeneres in Roman Returns

Changing Rooms introduces the time travel concept to the new Ellen campaign. JC Penney has made history and invited Ellen along for the ride. Click on the image below to play the Changing Rooms video.

Have returns always been so ridiculous? Travel back in time to ancient Rome with Ellen to find out. Click on the image below to play the Roman Returns video.

Ellen finds out first hand just how dangerous coupons can be when she enters a Wild West corner store. Click on the image below to play the Western Coupons video.

Ellen tips her cap to honest pricing with a visit to England. Click on the image below to play the Hat Pence No Pennies video.

Ellen says no to doorbuster sales and tries to get her beauty rest back in the black and white world of the 1950s. Click on the image below to play the 50’s Wake-Up video.

See Ellen’s behind the scenes video, aired during her show.

JC Penney Ellen DeGeneres Credits

The Ellen de Generes campaign was developed at Brandadvisors by creatives Ken Segall and Michael Rylander, agency producers Linda Rafoss and JD Williams.

Filming was shot by director Bryan Buckley via Hungry Man.

Editor was Avi Oron at Bikini Edit with producer Katya Meyer.

VFX & Design were produced at The Mill by 2D lead artist Gavin Wellsman, 2D artists Danny Morris, Robert Bruce, Albert Cook, Rosalind Paradis, Randy McEntee, colourist Fergus McCall, VFX producers Charlotte Arnold and Claudia Guevara.

Music was produced at Beta Petrol.