You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract 'Dear Dreamers': JC Penney Uses Oscars to Launch Emotional Ad Campaign One of Six Spots From Retailer Airing Around Awards Show By Natalie Zmuda, Published on February 24, 2013 4 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.