JCPenney Touts Sweeps During Oscars

JCPenney will break its spring advertising and announce its sweepstakes winner during the Feb. 27 broadcast of the Academy Awards.

Diedrich Bader gets distracted on his way to JCPenney's sweepstakes

One spot touts the chain's Biggest Star Sweepstakes, which awards a grand-prize $100,000 and a trip to the 2006 Academy Awards red carpet ceremony. Shoppers get numbered game cards in-store through Feb. 27; the winning number will be announced in a JCPenney spot during the Oscars broadcast. (The winning number also will be posted on JCPenney's Web site.)

Game cards also carry a scratch-off instant-win message, awarding 210 $500 gift cards and 7,500 $20 gift cards.

The Oscar night spot shows actor Diedrich Bader (from The Drew Carey Show) distracted by several women as he makes his way to the Oscars ceremony with the sweepstakes' winning envelope. Bader appears in JCPenney's current "That Was My ..." spots where he misses a bus, an elevator and other connections because he's distracted by women in JCPenney clothes. The five other spots breaking on Oscar night are all image ads.

This is the fourth year that Plano, TX-based JCPenney has used the Oscars telecast to launch its spring ad campaign, which includes four-page inserts in fashion magazines, FSIs, direct mail and themed landing pages at jcpenney.com. DDB Chicago handles ads; Marden-Kane, Manhasset, NY, handles the sweeps.

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