August 31st during the MTV Video Music Awards, JC Penny will air two live ads. It is uncertain if the idea was inspired by other "live" ads, such as live ads in the theatre, performance art type live ads.
The seamless movement from the awards show into the ad is driven by technology that allows a screen with the awards show to be broadcast live into a screen embedded into the ad.Panning in and out of different teens' and kids' bedrooms, JCPenney's two live ads will reference its current Back-to-School ads, ultimately panning into the live MTV VMA show inside New York's Radio City Music Hall.
JCPenney will also feature all new spots during the MTV VMAs including ads for Junior's and Young Men's as well as the premiere of the Company's fall fashion ads.
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Some more info here. Agency for this is DDB Worldwide.
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