After opening a newspaper and having tons of coupons spill out, Ellen, frustrated, asks herself, “Why so many coupons? Was it always this way?” She imagines traveling back in time to the Wild West and presenting coupons to the cashier. The cashier interprets this motion as Ellen drawing her gun and the customers duck down in fear. Ellen clarifies that she is simply reaching for her coupons and when the customers calm down, she then reaches to her right pocket and proclaims, “This is where I keep my gun!”
In 2012, J.C. Penney presented lesbian talk show host Ellen DeGeneres as their new spokesperson. Following this decision was a series of comical television ads featuring the talk show host.