As it has done for the past three Academy Award ceremonies, jcpenney will hit the Oscars red carpet by promoting its recent "brand refresh," showing off that it's had a little work done (new logo, single-monikered lowercase name) and is making a comeback in true Hollywood fashion.
New brand face Ellen DeGeneres will be featured in five 30-second commercials (watch "Changing Room" above and a sneak peek at others set in the Wild West, Victorian England and ancient Rome, below) that will air in North America during ABC's telecast on Sunday night.
Other brands debuting new campaigns at the 84th annual Academy Awards include Hyundai's new Wes Anderson commercials, and a glamorous spot for the sixth-generation SL roadster by Mercedes-Benz.
Diet Coke will be celebrating Hollywood's unsung heroes, Kraft's Miracle Whip is going on a "Witch Hunt" for new fans with a story-driven spot running during the awards, P&G is promoting its new Tide Pods with a Shazam integration, and Hulu is pairing Will Arnett and Eva Longoria for a new spot that promotes Hulu Plus.
Unilever's I Can't Believe It's Not Butter brand is hosting a virtual party as a social media hangout. One brand that won't be in attendance: Kodak, which isno longer the corporate sponsor with naming rights to what was the Kodak Theatre as a result of its recent bankruptcy filing. Instead, presenters will refer to the Hollywod and Highland Center.
DeGeneres gave her daytime talk show viewers a behind-the-scenes look at outtakes from her five commercials, which you can also watch below, that are debuting Sunday:
Once again, jcpenney is an official sponsor, with this promo for its tie-in at the 84th annual Academy Awards:
And the other Oscars spots starring DeGeneres: