JCPenney

Selling a towel isn't easy. They're soft, rectangular, and absorb moisture. What else is there?  Well, there IS more... if you have the right towel. The Right Towel, from JCPenney, that is. This ad was just one component of a multi-tactical, in-store campaign that included fixture dressing, table tents, banners, floor clings, and more. The launch was the most successful bath product launch in JCPenney history. Did the creative have anything to do with it? I’d like to think so. My role: Writer.