J.C. Penney is reassuring potential customers of its solvency, with an ad campaign that includes the line, "you can feel good about giving a J.C. Penney gift card." Penney ads will run on TV, in cinemas, online, on mobile devices and direct mail. OfficeMax is once again using the online Elfyourself campaign that transforms user-submitted photos into elfin images. Gap's campaign includes a host of celebrities like Jon Hamm of "Mad Men" and the Dixie Chicks.

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