JCPenney Launching Ad Campaign During Amazon's Thursday Night Football
JCPenney is launching a new promotional effort tied to Thursday night football on Prime Video that will reveal exclusive offers and promotions to those watching the game.
Beginning September 12, viewers can tune in to discover the latest JCPenney Really Big Deal, unveiled by a lineup of star-studded personalities. These surprises, accessible Friday through Sunday online and/or in stores while supplies last, change weekly and are designed to offer deals on a wide range of products, from fashion and home goods to beauty and more.
“Football season is a time for family and friends, teamwork and celebration, and we’re excited to bring that same spirit to our customers with these Really Big Deal reveals,” said Michelle Wlazlo, JCPenney’s chief merchandising and supply chain officer. “Each of the deals are some of the most popular items and services across our store and are being offered at an extraordinary value.”
Spanning 16 weeks, the TV spots feature some of America’s best-known celebrity personalities tossing a football and engaging with each other about the Really Big Deals, including Shaquille O’Neal, Martha Stewart, Gabrielle Union, Walker Hayes, and Jenny Martinez.
Each was selected because of their relatability and their connection with JCPenney through their product lines including Shaquille O’Neal XLG big and tall apparel, Martha Stewart home goods, Flawless by Gabrielle Union haircare, the limited-time Walker Hayes for JCPenney collection and Mesa Mia! dinner and cookware by Jennifer Martinez.
“This marks the second year of JCPenney's involvement with Prime Video’s football broadcast,” said Carl Byrd, vice president of creative and brand synergy at JCPenney. “Last season, JCPenney sponsored the post-game show and saw significant increases in consideration, awareness, and positive sentiment. This year we knew we wanted to make things bigger, and worked to create a campaign that delivers energy, personality, and humor with our celebrity partners, which are some of the biggest names in entertainment.”
In addition to airing commercials, the campaign is supported by a comprehensive 360-degree marketing plan, including promotion across social media, online video, email, and in-store signage. A Spanish-language version of the TV spot was also created, set to air on streaming services, YouTube TV, Vevo (HM), Univision, and Peacock (SPA), and features well-known Mexican-American chef and social media creator, Jenny Martinez, with the voiceover provided by Emmy Award-winning sports commentator Miguel Gurwitz.
