NEW YORK, Aug. 29 (UPI) -- J.C. Penney Co., a major U.S. department store, will embed live broadcasts of the Music Television channel's Video Music Awards in New York into its TV spots.
The ads "attempt to blur the edges between advertising and the show," Penney's Vice President of Brand Marketing Michael Cape said. J.C. Penney is using a technique that will make viewers want to watch its commercials, Cape said.
During commercials, the Thursday awards show will flow into a screen within the advertisement, the Dallas Morning News reported.
"This is handled in real-time from a production truck outside the venue and requires split-second timing," Executive Producer at DDB Chicago Cary Potterfield said.
MTV's awards show is the No. 1 cable program for teens and young adults ages 12 to 34. Penney's back-to-school campaign will be advertised.
