The commercials will debut later this week during the Academy Awards. In addition to broad television distribution, they will also be shown during spring previews of PG and PG-13 movies.
Global Brand Concepts, a division of Polo Ralph Lauren and the creators of American Living, tapped "Killing the Blues" for the campaign. "They went out and were looking for music that was uniquely suited to the brand," Mr. Boylson said. "One of things you say is, 'What music describes this brand?' That's how we arrived at Robert Plant and Alison Krauss."
Following the launch of the campaign, five percent of every qualifying iTunes download of "Killing the Blues" will be donated to the J.C. Penney Afterschool Fund.