The 30-second spot, titled "It's No Secret," comes just a month after the company ousted CEO Ron Johnson, a former Apple(AAPL) retail chief. Johnson had tried to implement many changes in the stores -- from overhauling prices to ditching older brands -- to no avail.
The retailer is desperate to get customers back to stores, since shares of the company tumbled 50% during Johnson's tenure and it bled $427 million in the fourth quarter alone.
This ad is a signal to customers that the company will get rid of many of the Johnson-era changes, since it ends with a tweaked version of the J.C. Penney logo he put in place. Johnson had attempted to rebrand the store with just a simple "jcp." The ad ends with "jcpenney."
J.C. Penney said that the ad will air Wednesday and Thursday on national television, as well as on its social media platforms.