JCPenney’s big rebrand, which includes a new look for the retailer’s store, new pricing strategies, and new advertising, has taken off, and to launch the campaign Bart Timmer offers some cool broadcast work from Mother New York.

The major overhaul behind the campaign has been featured on Fast Co. Create, the New York Times, Advertising Age and Creativity.

Playing off of JCPenney’s new approach that emphasizes simpler shopping, the television spot shows everyday shoppers screaming in frustration when they encounter typically complicated sale prices. An equally frustrating Facebook game accompanies the broadcast spot.

Agency: Mother NY

Director: Bart Timmer