WHERE SUCCESSFUL ADVERTISING MEETS LGBT EQUALITY

Penney OpCo, Roman Returns

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While trying to return a skirt, Ellen runs into trouble when she is told by the sales person “no receipt, no return.” Not having a receipt, Ellen thinks to herself “Was it always this way?” She then imagines herself in ancient Rome trying to return a toga, claiming that she didn't like the style. The salesperson again asks for a receipt and not having one, Ellen angrily yells to the crowd, “This is ridiculous!”

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.

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