J.C. Penney uses Oscars to plug improved lineup

03/3/2006 | USA Today

J.C. Penney will use the estimated 41 million audience for the Oscars telecast to showcase its improved line of house brands and exclusive designer goods. The "It's all inside" campaign from DDB, Chicago, is Penney's attempt to separate itself from the department store pack by offering items that can't be found elsewhere.

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