• The Wall Street Journal (subscription required), Tuesday, February 13, 2007 11:46 AM

A new marketing campaign from J.C. Penney will try to create an emotional bond between the store and its customers, rather than emphasize its broad selection of merchandise. Focused around the slogan "Every Day Matters," the campaign kicks off with 60-second spots during the Academy Awards on Feb. 25 and print ads in the April issues of magazines such as Vogue and In Style.

The advertising is intended to inspire people to do something that involves an item that can be purchased at Penney. One TV spot shows a man and a woman--both attractive and well-dressed--catching each other's eyes across a crowded train station. It ends with the phrase "Today's the day to make a first impression...Every Day Matters."

The campaign comes just a few months after Penney abruptly switched its account to Publicis Groupe's Saatchi & Saatchi, ending a six-year relationship with Omnicom Group's DDB Worldwide.

Read the whole story at The Wall Street Journal (subscription required) »