JCPenney and mcgarrybowen’s “Here I Am” Empowers Body Type Diversity

JCPenney’s new agency of record, mcgarrybowen, has a powerful message for its customers in this online spot: all body types should be celebrated. “Here I Am” features Mary Lambert, the Grammy-nominated singer-songwriter who lent her voice to Macklemore’s “Same Love”, along with other women who are powerhouses in their fields: Jes Baker (best-selling author), Valerie Sagun (yoga instructor), Ashley Nell Tipton (JCPenney designer), and Gabi Fresh (OG style blogger).

The women detail their struggles with body image and how those battles impacted their careers in both positive and negative ways. The approach is a familiar one, used by brands like Dove and Always, whose “Real Beauty” and “Like A Girl” campaigns respectively, have empowered girls everywhere. But the body positivity message doesn’t tire, and it’s a good reminder that size isn’t an indicator of worth.