JCPenney wanted to bridge the gap between guys and fashion. For us, this meant getting their attention with advertising they like. We learned that guys don’t want to think about or see ads for clothes. So, for paying attention to our fashion advertising, we gave guys something that they really want. We partnered with ESPN and launched the 360 “Everybody Wins” campaign in May 2011. In the TV campaign, we minimized our merchandise and used the bulk of the screen to show clips of things guys love, like the 30 second Tyson-Frazier fight or the Phoebe Cates famous pool scene.