Great Marketing JCP

I was pretty skeptical of the new JCP logo when they announced it a while back.  It's not exactly eye catching or really unique.  Red box outline, smaller blue box, white company initials, pretty simple.  But pretty simple is what they were going for.  They rolled out a whole new look to accompany their whole new 'everything should be simpler' type philosophy.  I get it.  Slick JCP, very slick. 

What I really love about JCP right now is actually their new newspaper inserts!  Each one has a colorful theme and they traded in product cluttered pages with an over used design for less product and a simpler look.  Since I'm trying to simplify every thing around myself, my home, my mind, and (gasp) my closet, this whole new look JCP has going really appeals to me.

Here is the most resent ad I have:

(All images are property of their respective owners)

I love this mix of blues and greens.  For the first time ever a retailer's ad inspires me and gets my creative juices flowing!  These new ads make me want to search out this ad every time to see what cool coloring they have next.   Whoever is doing the marketing and design over there is an absolute genius!  This ad revamp is one I hope a lot of other retailers will copy soon!

What do you think of their new ads?  Love?  Hate?