Posts Tagged: jcp oscars


27
Feb 13

Meanwhile, over at Ron Johnson’s place…

It’s been 15 months since Ron Johnson left Apple to become CEO at jcpenney.

If you go by the numbers, things aren’t going all that well. If you go by the vision, it’s a different story entirely.

During the Oscars, jcpenney ran six commercials that lay the framework for the transformation in progress.

(At this point, I must bare all and confess that I was part of the creative team for this work. But don’t let that stop you from blasting away at me if you disagree.)

The “Anthem” commercial above is a 90-second letter to America. Basically, it says that jcpenney knows who you are and what makes you tick, and is devoted to helping make your life a bit better — as it has been for over a hundred years.

This is jcp’s “stake in the ground,” much as Think different was Apple’s stake in the ground when it began its transformation. Continue reading →