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Finding a deal is worth more than the price you pay, it comes with a sense of accomplishment, discovery or even envy from others. While brands like #tkmaxx have championed the search and the find, and brands like Payless have subverted expectations with fake #luxury brands - JC Penney has launched a new campaign that focuses on how your deals can make others feel.

In a week where market chaos has made economic envy resonate harder than normal, the US #retailer has tapped into how great deals can inspire jealousy or appreciation. Its ‘Airplane’ ad brings to life the brand’s new position by highlighting how a $79 #outfit in #economy class can inspire jealousy amongst first class passengers. The external focus tackles the negative perceptions of the brand head on, while making the brand less about finding a deal and more about what that deal can do to others - putting it in a distinct space vs. other value brands who operate as ‘bargain bins’.