The first ad will be 60 seconds, the next four will be 30
seconds and the final ad featuring Mr. Burton will run for 90
seconds. Samsung will also be running a spot unrelated to the
"Unicorn Apocalypse" series during ABC's Oscars pre-show coverage.
The spots were created by 72andSunny, which
also did their Super Bowl spots with Seth Rogan and Paul
For Samsung, the ad buy is an attempt to build on the momentum
the company gained with its popular, hilarious start-studded Super
Bowl ad that featured comedic actors Rob Odenkirk, Seth Rogen and
Paul Rudd and reigning NBA MVP Lebron James.
J.C. Penney confirmed
today it has also purchased six spots related to the Oscars
broadcast. One spot each will air during the pre-show and red
carpet, while four ads will air during the awards show. The spots
were created by The Bureau, an agency that has worked with Apple in the past and is now working
solely with JC Penney. A
spokeswoman for J.C. Penney declined to comment on the creative,
beyond saying that it is a new campaign, which will be ongoing.
A year ago J.C. Penney used the Oscars
to educate consumers about its new policies and pricing model.
Four spots, in which Ellen DeGeneres went back in time to see
whether befuddling return policies and pricing strategies have
always been the norm, ranked among the most effective commercials
to roll out during the broadcast, according to Ace Metrix. In one
ad, Ms. DeGeneres attempted to return a toga in ancient Rome but
was thwarted by her lack of a receipt.
The massive ad buy comes at a tricky time for the retailer,
which has been grappling with falling sales, a highly publicized
lawsuit involving Macy's and Martha
Stewart Living Omnimedia and consumer confusion over its
shifting pricing policies.
Compelling creative on one of the year's biggest stages would be
a big win for the retailer. J.C. Penney and CEO Ron Johnson are
under intense pressure to turn around sales, which have been in
free fall for the last three quarters.