I see you have replaced the obnoxious “ screaming woman” ad with the joke ads. We now have a “ transparent magic show”, and a “dog jumps through hoops”, with no call to action. Why should I shop at JCP instead of Sears or Macey’s. Believe it or not, a lot of people do not know what a box with JCP above it means. In today’s economy, it’s a tough time to change your logo. I’ll bet some creative director thinks this would draw crowds rushing the doors anchious to buy your products. You don’t have to invent the wheel, only improve upon it.
Your ads remind me of the infamous “where’s the beef” ad for Wendy’s. The agency won a Cleo for it but lost the account. 30% of the people thought Burger King had produced it. The same thing happen to Alka Seltzer. It’s much easier to turn off people than to turn them on. People will remember a bad experience four times longer than a positive one. Your commercials have the same earmarks as the Wendy’s commercials. I hope the agency wins a Cleo.
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