New J.C. Penney ads spotlight emotion over product

07/11/2007 | NYTimes.com

Saatchi & Saatchi's new back-to-school campaign for retailer J.C. Penney emphasizes story-telling, and puts the merchandise in the background -- a strategy in keeping with Saatchi CEO Kevin Roberts' "Lovemarks" theory of marketing. The campaign, keyed to the tagline, "Every day matters," features TV commercials and a Web-only reality series.

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