Blake Shelton Lends Voice to JCPenney Holiday Effort

It's beginning to look at lot like JCPenney again. Not only has the retailer's new marketing chief Debra Berman managed to pull off a well-received holiday campaign in a short time frame, last night she previewed a new spot that breaks today in cinemas and on TV next week. The sniffle-inducing commercial, created by Doner, features "The Voice" star Blake Shelton singing "Silent Night" with USO families in the background. As part of the promotion, JCPenney put on a "pop-up" concert in outside its Manhattan Mall store in Greeley Square with Mr. Shelton caroling with a chorus from the USO in support the retailer's "Jingle Mingle" promotion. The chain is donating for every consumer who uploads videos of themselves singing "Silent Night," resulting in a $1 million check to the USO so far. OMD handled media; Victors & Spoils and EVB are fielding social and digital for the promotion. And any doubt about JCPenney changing its no-sale ways adopted under former CEO Ron Johnson was quickly allayed by staffers who handed out 15%-off coupons to passersby outside Greeley Square.

Blake Shelton Lends Voice to JCPenney Holiday Effort

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