A girl is preparing for a party and she is frustrated as she cannot find the appropriate outfit, she looks at her wardrobe and then turns to her laptop where she sees “JCPenny: Look Good Feel Good” and she buys a good outfit at a JCPenny store and is a star at the party.
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JCPenny is a chain of department stores operating in Texas, USA (and Puerto Rico). The brand targets middle-class consumers, as well as people with low-income as the stores, offer numerous discounts. The brand perception includes such concepts as cheap, family, old, sales, Hispanic, crowded, coupons, simple. The brand may need an ad referring to family values and family life.
The first scene is set in a teenage girl’s room where the girl is looking for a dress for the coming party. There is a retrospective scene in black and white that shows the girl at a party in a dress and it is clear she feels uncomfortable and she tries to keep a low profile. It is again her room and she is trying on some things but she is dissatisfied and even desperate. She looks around and she notices a phrase on her laptop: JCPenny: Look Good Feel Good. She smiles as if she knows what to do.
The next scene is set at a JCPenny store where she tries on things and she looks happy. The final scene is set at a party where the girl is in the spotlight wearing a trendy outfit. She looks good and it is clear that she looks good as well. The picture becomes black and white, and in the center, an inscription appears JCPenny: Look Good Feel Good.