By Shareen PathakAdvertising AgeIs JC Penney’s big refresh already starting to see a payoff?The retailer’s ads starring Ellen DeGeneres were among the most effective commercials to debut during the Oscars, according to ad-effectiveness firm Ace Metrix.Four spots, which saw Ms. DeGeneres going back in time to a variety of eras to see whether befuddling return policies and pricing strategies have always been the norm, each scored between 630 and 552, above the average department store Ace score of 510.Ace Metrix results are presented on a scale between 0 and 950.The spots, created by San Francisco-based creative firm Brand Advisors, also marked a series of personal bests for the retailer, whose average Ace Score is 516.The most effective was "Roman Returns," which saw Ms. DeGeneres attempting to return a toga in Ancient Rome, only to be thwarted by lack of a receipt.It especially struck a chord among women aged 21 to 35 and was the fourth most-effective Oscar ad, and the second-best new Oscar ad, with an Ace Score of 630. The most effective ad of the Academy Awards was for Samsung Galaxy Note, with an Ace score of 686."The returns ad especially had all the markings of a great spot," said Peter Daboll, CEO of Ace Metrix. "It was funny, everyone likes Ellen, and it was well-produced, with some of the comments saying that it was like watching a great movie."Mr. Daboll added that the spots scored exceptionally high on relevance, because they were communicating relatable frustrations felt by shoppers, as well as change, marking the company’s move in a new direction.Previous ads that teased the overhaul, created out of Mother New York, didn’t do so well, said Mr. Daboll, especially a series of short spots that featured customers screaming when they encountered coupons and sale signs. "The Ellen ads told a story and had a clear message that resonated," he said.The work marks one of the biggest campaigns for the retailer since it announced a major marketing overhaul in late January. The company rolled out a series of sweeping changes, including announcing Ms. DeGeneres as its spokesperson, a logo redesign and a "fair and square" pricing strategy that eliminates door busters and 99-cent add-ons in favor of flat pricing.The retailer also ended its five-year relationship with agency Saatchi & Saatchi in December, choosing instead to divide its creative needs between multiple shops, including Brand Advisors, Peterson Milla Hooks and Mother.Click here to see the videos.
In Depth
We are truly saddened to hear this.
Multiple sources close to Whitney Houston’s family are saying that Bobbi Kristina was found getting high after her mother’s funeral.
We’re hearing that Bobbi Kristina “disappeared” after the funeral, and her family went into a panic trying to find her.
Here’s what a source had to say about it:
“Everyone was freaking out and calling Bobbi Kristina’s cell. It was so much commotion and activity after the funeral that Bobbi Kristina just slipped away. Ms. Cissy [Houston, Whitney’s mother] was beside herself.”
More from another source:
“Cissy and others won’t admit out loud that Bobbi Kristina has a drug problem. But they know it and have been trying to keep her straight even before Whitney passed. But losing your mother and the life you’re accustomed to all in one day is enough to send anybody off the deep end.”
Two sources close to the family claim that Whitney’s daughter was eventually discovered “getting high” at a hotel several hours after the funeral took place.
A spokesperson for the family has denied these drug claims.
We just hope that Bobbi Kristina gets help IMMEDIATELY if she’s been abusing drugs. We know this is an incredibly difficult time for her, but getting high isn’t the answer.
You are in our thoughts and prayers, Bobbi Kristina.
[Image via WENN.]
Show Marks Return to Broadway
In a newly released interview with Kathleen Turner, star of the this season’s Broadway play by Matthew Lombardo, High, audiences can hear from the star. Taking on the role of Sister Jamison Connelly, Turner talks about her return to Broadway, and about the upcoming performances beginning on March 25 at the Booth Theatre (222 W. 45th Street). The play will also feature Tony Award nominee Stephen Kunken (Enron) as Father Michael Delpapp and Evan Jonigkeit making his Broadway debut as Cody Randall, and the production will celebrate an official opening on April 19.
High explores the universal themes of truth, forgiveness, redemption and human fallability. When Sister Jamison Connolly (Turner) agrees to sponsor a 19 year-old drug user in an effort to help him combat his addiction, her own faith is ultimately tested. Struggling between the knowledge she possesses as a rehabilitation counselor and a woman of religious conviction, she begins to question her belief in miracles and whether people can find the courage to change.
Watch the interview HERE
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A former “American Idol” contestant was beaten by her fellow classmates who assaulted her with a padlock wrapped in a sock. The girl Shacara McLaurin is a student at the Brooklyn Academy High School. The talent show she was to appear in has been canceled according to administrators. The victim is talented enough to have [...]
Shacara McLaurin: Idol Contestant Beaten By 5 Brooklyn High School Girls is a post from: MWZA.com
Black | Celebrity Gossip | Celebrity News | Celebrity Photo | Black Entertainment News | MWZA.com
While many celebrities do charity to ’save the world’ and help victims of disasters, the attention of Will Smith goes to the world of education. The handsome actor recently was said to donate 29 Apple laptops to a school.
The school which is fortunate to receive donations from the ‘I Am Legend’ star is West Philadelphia High School through The Will and Jada Smith Family Foundation. Will and Jada hopes their donations could be used to help students in studying.
Will had the idea to donate these laptops after learning that 60 units of computer of the school was stolen in February. Two students were arrested for this crime, but police could only restore 30 units of computers.
Philadelphia is Will’s hometown before he moved to Hollywood. Donations are submitted at the school on Friday (18/3).
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