J.Crew Gets Its First TV Commercial

Despite its mainstream popularity, J.Crew has never run a TV commercial in its 30-year history -- until now.
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Lauren Indvik
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Despite its mainstream popularity, J.Crew has never run a TV commercial in its 30-year history -- until now.

Despite its mainstream popularity, J.Crew has never featured in a TV commercial in its 30-year history -- until now. This week, MasterCard and J.Crew launched a joint marketing campaign to promote MasterPass, an online checkout solution J.Crew recently implemented on its website.

The commercial features a family posing for holiday cards in front of a series of backdrops -- a tartan-draped holiday spread, a ski lodge, a black-tie dinner -- wearing a variety of J.Crew clothes to match. One of the younger members of the family bears a striking (and, we suspect, completely intentional) resemblance to J.Crew President and Creative Director Jenna Lyons, black spectacles and all.

As far as TV commercials go, it's not revolutionary. Its "gifts for the whole family" theme reminds us of the Old Navy and Gap commercials of yore -- pretty but commonplace, and not all that compelling. One thing that's cool is the integration with song-finding app Shazam. Viewers who run the app during the commercial will directed to the MasterPass J.Crew microsite to find out how to buy the looks featured therein.

To be clear: This is a MasterCard MasterPass commercial, done in partnership with J.Crew. A spokesperson for MasterCard declined to say whether J.Crew helped cover the cost of the commercial and accompanying media buy.