JCPenney took a "radical" approach to pre-print advertising by moving from hard-hitting promotional to themed storytelling. I wrote the captions for thumbnails 2, 3, 4, and 5. This summer-themed piece features fresh, snappy headlines and captions.
Juicy savings! Snap 'em up!
Hot checks
Fresh prints
Dinner specials
"Dinner specials" copy in context on last page of pre-print
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