Kohl’s Will Air Five Spots in 2016 Oscars

Kohl’s Taps (the Voice of) Cuba Gooding Jr. in Oscars Spot

Kohl’s will air one 60-second spot and four 30-second spots during the awards. The department store chain also plans to broadcast two 30-second commercials to promote its newly re-launched Sonoma in-house brand in the Oscars pre-show.

The company worked with Anomaly and Huge on the campaign, as well as Zenith and Performics on the media side. Kohl’s did not disclose its Oscars budget.

Kohl’s replaces JC Penney, which had sponsored the awards for 14 years.