The new "Lovemarks" campaign by Saatchi & Saatchi, New York, for J.C. Penney Co. does what the best advertising should: It makes writer Bob Garfield rethink his "preconceived notion" of the mid-market retailer. The next step, of making sure the actual shopping experience backs up the cool energy of the new spots, however, could prove "a miracle far beyond the capacity of an ad campaign," Garfield writes.

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