Has it always been this way? JCPenney launches new spots directed by our very own Bryan Buckley and starring the hilarious Ellen DeGeneres as she navigates confusing prices and befuddling return policies. Each time, she wonders if it has always been this way — and travels back in time to find out that in fact, things have always been just this bad when it comes to retail.

The retailer tapped DeGeneres as its new spokesperson and face of the brand last month, after announcing a massive overhaul of the way it structures its pricing, presentation, products and promotions

Adcritic shows off these hilarious spots.