Plano-based company says it’s ‘extremely proud’ to partner with DeGeneres after commercials premiere during Oscars
PLANO — The 84th annual Academy Awards served as J.C. Penney’s launching pad for its new “Fair and Square” ad campaign featuring gay talk-show host Ellen DeGeneres.
Despite the upset from an anti-gay hate group after DeGeneres was named a company partner, a spokeswoman said Plano-based J.C. Penney is thrilled to have the lesbian comedian represent the company during its new branding.
“As we focus on being in sync with the rhythm of our customers’ lives and operating in a ‘Fair and Square’ manner that is rooted in integrity, simplicity and respect, we couldn’t think of a better partner than Ellen DeGeneres,” J.C. Penney spokeswoman Kate Coultas wrote in an email to Dallas Voice. “We are extremely proud to have her on our team.”
J.C. Penney announced Jan. 25 that DeGeneres, who was a store associate in her teens, would be the company’s brand partner as part of the company’s brand transformation. Shortly after the announcement, One Million Moms, which is affiliated with the American Family Association, began a boycott of the store, demanding they fire DeGeneres because she is gay. The AFA is considered an anti-gay hate group by the Southern Poverty Law Center.
“Funny that JC Penney thinks hiring an open homosexual spokesperson will help their business when most of their customers are traditional families,” One Million Moms wrote on its website. “More sales will be lost than gained unless they replace their spokesperson quickly. Unless JC Penney decides to be neutral in the culture war then their brand transformation will be unsuccessful.”
The Gay and Lesbian Alliance Against Defamation responded with a “Stand Up for Ellen” petition that generated more than 24,000 signatures in a few days and a little more than a week after the initial announcement of the partnership, J.C. Penney refused to give in to the anti-gay hate group, announcing that it was keeping DeGeneres.
But One Millions Moms didn’t stop, releasing a message on the group’s Facebook page that read: “By jumping on the pro-gay bandwagon, JC Penney is attempting to gain a new target market and in the process will lose customers with traditional values that have been faithful to them over all these years.”
DeGeneres then addressed the statements on her talk show, pointing out that the group has only 40,000 followers on Facebook and explaining that she stands for traditional values.
“Here are the values I stand for: I stand for honesty, equality, kindness, compassion, treating people the way you want to be treated and helping those in need,” she said. “To me those are traditional values. That’s what I stand for.”
The audience of the Sunday, Feb. 26, awards show saw five commercials with DeGeneres in them highlighting the fact that company changes are on their way and addressing coupons, returns, pricing and sales.
“Fair and Square” is a new pricing strategy with three types of prices, the company outlines on its website. Regular prices are offered every day, month-long values are for items customers currently need and best prices, which are the lowest prices offered on the first and third Friday of every month as stores clear space for new merchandise.
The idea behind the new strategy is instead of “inundating the customer with a relentless series J.C. Penney will host 12 promotional events each year, on a monthly calendar,” according to the company’s website. “Each month will include even better values on the things customers are looking to buy during the month and a host of exciting products and services that are unique to the month.”
In the ads that premiered during the Oscars, DeGeneres is seen in a changing room with various people moving in and out of the rooms, with the tagline “stay tuned to see how things are changing.”
Another ad shows a current DeGeneres showing up to a sold out shoe sale at 8:20 a.m. Store associates tell her the shoes are gone because the sale began at 6 a.m. She then asks, “Has it always been this way?” before being transported back into a 1950s era family and asks if the sale is all day. The tagline that follows is “No door busting, just great prices all the time,” followed by the now iconic phrase “That’s fair and square.”
Additional ads show a modern day DeGeneres overwhelmed with dozens of coupons before wondering if there were always so many coupons and envisioning western times and coupons, sending the message that J.C. Penney customers can expect “no coupons, just great prices.”
Another shows the confusion of a Victorian Era DeGeneres as she asking a store clerk why prices are always followed by 99 instead of the nearest dollar, with the tagline “no games, just great prices.”
And the last commercial shows a Roman DeGeneres trying to return a toga without a receipt etched in stone, which tells customers that they can “return any item, any time.”
One Million Moms is now trying to force Toys ‘R’ Us to remove Archie comics from its stores because it features the marriage of a gay character.
Requests for comment from Toys ‘R’ Us and One Million Moms were not returned.
All of the Ellen ads can be watched on J.C. Penney’s channel at Youtube.com/user/jcpenney.
This article appeared in the Dallas Voice print edition March 2, 2012.
Why is it considered a hate group? Isn’t it hateful to call those who don’t see your opinion of what is correct a hate group?
The Southern Poverty Law Center does extensive studies of organizations before placing them on the list. For example, they studied that disgusting piece of crap Maggie Gallagher and her band of bigots and decided that National Organization for Marriage was not a hate group. While they come awfully close, they do not meet the criteria. Most news organizations use SPLC’s list when labeling an organization a hate group and tracking people who have been involved in bias crimes.
Differing opinions are always okay. Heated discourse happens. Attempts to marginalize a group, with language laced with often vitriolic attacks at character and lifestyle … that’s hateful.
THIS is the JCPenney that I have always wanted to see. They became fairly unpopular when they pulled their television spot that was supposed to air during the Ellen coming out episode years ago, but clearly they are off in a different direction now. As for One Million Moms claiming that most of JCP’s customers are “traditional families”, I think these suburban-dwelling, suburban-thinking, Suburban-driving women might want to re-examine the demographics of the United States of America. They might be surprised to learn that the traditional mom and dad nuclear family with 2.3 kids and 2 dogs are now the minority, and those “traditional families” numbers have been on a steady decline for the past several decades. (Source: The U. S. Census Bureau).
If One Million Moms is a “hate” group, why don’t we even things up a little and add condemning adjectives to both sides and call GLAAD a “fuss” group.
Chris, youre an idiot-just die off ok? your kind and your time is done-gays will have full equality no matter how many hate groups or rednecks liek yourself protest, it WILL happen-very soon 🙂 -what next? the NAACP is a “fuss” group? silly bigot…
I’m a Mom and I am NOT represented by One Million Moms. I checked out their FB page and it is ridiculous–it’s like they have nothing better to do than search for all the non Christian and non “traditional” events and people in the world and boycott them. They need to get over themselves and realize that you don’t have to be white or straight or Christian to be a good person and to be liked. I understand that different points of view do make the world go ’round, but it seems like a bunch of bored busybody housewives that need to worry about who is bringing the mac n cheese to the church picnic Sunday and get over themselves.
You Rock JC Penny! May the all the sons of the Million Moms come out as gay!
Just because Miss Rich -itch Ellen is working for JC Pennys does not mean we will all go Shopping there!
I think Ellen is hilarious. I like her.
I’ll go buy something there now when I wouldn’t have before…………….
I won’t be shopping any more or any less at JCPenny over who they have as a spokesperson. Homosexuality does not play a part in my decision to buy a pair of shoes or a shirt. As I am shopping I do not wonder what the sexual choices are of any of the models on displays or anyone that works there. So really it’s just another store to get what you need/ want.
I am a mom, a grandmother, and a wife of 38 yrs. I have traditional Christian values, such as Love thy neighbor… I LOVE ELLEN, I love the way she treats people,. It would be easy for her to hate the people that wish her ill, but she turns the other cheek and spreads love and kindness where ever she can. THANK YOU JCP.
J.C. Penny was founded by a decent Christian man. Unfortunately, it has long-since fallen to depravity. This latest move is just another in that progression. Homosexuality is degenerate, a sin, a perversion and Penny is misleading the public into accepting it. Male homosexuality is a public health menace, accounting for the majority of existing and new HIV cases in the U.S. despite representing only a small fraction of the general population. Ms. DeGeneres is responsible for making that health menace more acceptable. Behind her seemingly innocent face lurks poison.
@Richard – I am just going to say this and no more. I am not going to fuel your fire, as I am sure that is what you want. I am just going to pray for you!!
Anna Wagh is the hater! You are the one promoting HATE with your propaganda! LOSER!
Hey, idiots. Replace “gay” with “black” and maybe you’ll understand why it’s a HATE group.
@Richard: when did you discover you were gay? And is there something we can do to help you come to grips with it better? You are clearly not dealing with it well. We’re here to help. Tell us what you need.
There is no right way to do a wrong thing ? Everyone has an opinion not all of them right or good.When you infringe on others rights you break the law and will be punished by man’s laws if you get caught or proscuted ? You sin and break God’s Laws He will punish you in His own time frame! God does not or want vigilaties running wilde in His Name Punishing those that they think needs punished? God needs no help from any living Human to carry out His punishment on the Human Race. When God needs our help He being God can ask for it. Do not blame our God for the misdeeds of us Humans who truly have no desire to listen to God since creation? This be reasons the shape of mankind and our goverment and all the Worlds problems Mankind;s greed and need for power to oppress mankind in entire world? Treat every human being with true kindness and not to take advantage of each other see how the World;s problems will cease to be problems? Mankind can live and let live! We seem to be afraid of litreal Truth in Government. Buisness and dealing with each other!
You go girl! Ellen, I hadn’t given JCP I thought until I saw your amusing commercials. You are kind, generous and funny. You are a rare find. You have my full support and millions upon millions of others.
I am boycotting J C Penny. As long as they promote a perversion lifestyle. Ellen degenerate is promoting a sinful lifestyle. Keep up the good work you One Million Moms. The founder of Penny’s would rolling over in his grave if knew how far away his store has gone from Christian values.