Ellen DeGeneres won’t be hosting the Academy Awards this year but TV viewers still will be seeing a lot of her during the three hour telecast. J.C. Penney Co., the official retail sponsor of the Oscars, will run five commercials featuring DeGeneres, including a spot before the award for Best Picture is unveiled. All of the commercials will be fully integrated with Twitter, via the branded hashtag #jcpellen, and continue online with extra footage and an interactive experience at jcp.com.

DeGeneres was tapped as the face of the new Penney’s by the retailer’s chief executive Ron Johnson. This is the brand’s first big TV push with DeGeneres, as part of its Fair and Square strategy that involves no couponing and an “honest approach to pricing.” This includes a new return policy that does not require receipts and new pricing with whole numbers. And, no more “doorbuster sales.” The brand claims the days of waking up early and camping outside Penney’s for a deal will now be a thing of the past.

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