Blake Shelton Lends Voice to JCPenney Holiday Effort

Cinema, TV Campaign Breaking Today Benefits USO

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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.

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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.

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