At best, people think JCPenney sells stuff they don’t want. At worst, they think it went out of business 12 years ago. So in their biggest campaign to date, we’re overhauling the brand in a daringly self-aware way. When you tell someone your outfit’s from JCPenney, don’t be surprised when you have to repeat: Yes, JCPenney.

We skirted pre-conceived notions by doing the unthinkable — not putting a logo on our very expensive media placements. When people scanned the code, they were confronted with the reality that, oopsies, they do actually like clothes from JCPenney. And now they have a massive discount on them.