JC Penney Apologizes With New TV Ad

Three Weeks After CEO's Departure, Retailer Asks Customers to Come Back

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JC Penney is owning up to its mistakes and apologizing to customers with a new TV ad.

The ad, which the retailer posted to Facebook and YouTube today, comes just three weeks after Ron Johnson was ousted from the CEO role and replaced with his predecessor Myron Ullman. In the past few weeks, the retailer has also begun experimenting with more promotions, a strategy Mr. Johnson had shunned.

The retailer, which has brought Sergio Zyman on board as a consultant, recently hired Y&R to help with its turnaround efforts.

The ad features a series of all-American images, many culled from JC Penney's recent "Yours Truly" campaign. A voiceover says:

It's no secret, recently JCPenney changed. Some changes you liked and some you didn't, but what matters from mistakes is what we learn. We learned a very simple thing, to listen to you. To hear what you need, to make your life more beautiful. Come back to JCPenney, we heard you. Now, we'd love to see you.

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