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Challenge: Add some Southwestern romance to the otherwise quotidian task of selling reasonably-priced pants and shirts from an in-house JCPenney brand.
Solution: Let's talk less about the fantastic deals behind Arizona Jeans and more about the fantastic experiences behind Arizona.
Result: TV ads that stressed what you could potentially do in Arizona Jeans, if you just adopt the right frame of mind. Also, I swear the Stocking Up spot was in no way inspired by Bon Jovi's Blaze of Glory music video.
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