Ellen DeGeneres Travels Back in Time for JC Penney

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Spots for JCPenney starring Ellen DeGeneres and directed by Bryan Buckley were the highlights of an otherwise lackluster Oscars show.

Ms. DeGeneres appears in multiple commercials, each time navigating befuddling prices and confusing return policies at retail stores. Wondering "Was it always this way?" she travels back in time to ancient Rome, the Old West, the '50s and Edwardian England to find out.

The retailer chose DeGeneres as its new spokesperson last month, part of a massive overhaul that restructured the brand's pricing, promotion, products and presentation strategies.

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