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JC Penney will break a 60-second ad in theaters next week, getting a jump on back-to-school season. The campaign, which will include TV, print and mobile marketing, in addition to cinema, incorporates the 1985 angst-ridden film The Breakfast Club, to illustrate the array of selections that the retailer sells.
The cinema ad features a montage of scenes from the film, with updated characters wearing Penney outfits, writes Adweek. The campaign flaunts five or six major new brands the company is launching, according to Mike Boylston, chief marketing officer for Penney.
Shorter, 30-second versions of the cinema spot will air on TV throughout the summer. A microsite, www.jcp.com\getthatlook, also launches on July 18, featuring games involving the characters.
JC Penney would not disclose the budget for the campaign, but said it was comparable to last year. The retailer spent more than $55 million in major measured media for all advertising, including back-to-school, in July and August of 2007.
The retailer launched its first in-cinema advertising campaign last July.
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