Wednesday, November 14, 2007


Sunday night I saw JC Penney's new Christmas spot and have seriously spent the last two days wanting to see it again. I can't think of the last time that's happened. Then again, it's pretty darn good. Fredrik Bond shot it and somehow Saatchi even managed to use John Lennon’s beautiful, stripped-down, piano version of “Real Love."

I don’t know why I think it’s so good. Maybe it’s the early onset of holiday spirit. Maybe it’s ‘cause the little girl is so cute and nerdy. Maybe it’s because it has absolutely nothing to do with shopping at Penney’s or buying a bunch of stuff you don't need. Maybe it's because it sells the emotion of the brand and the season rather than showing countless shots of blenders and cake mixers and clothes and flat screen tv's and power tools and women's separates. Maybe it's because it doesn't spend its time talking about things like "30% off door-buster savings" or "unbeatable savings" or "hurry in now!" like every other ad on tv.

Or maybe it’s just because it’s beautiful and you don’t see that often enough on tv. At least in the spaces in between.

This is the 2-minute cut.

Art, this is commerce. Commerce, meet art.


Blogger minus five said...

man, i haven't seen that at all. amazing. and that girl is awesome! i wish companies would understand that people would watch something like this.

7:21 PM  
Blogger Howard said...

All the recent JC Penney stuff has been really, really good. Check this one out that ran during the Oscars:

7:35 PM  
Blogger Sherry said...

Oh, wow, I love that little "movie." It's the most touching one I've seen since late last January when you posted the ad featuring the homeless dogs. The dog ad was heart-tugging and so is this one, but this one is also uplifting. I have not seen this on TV but will sure be watching for it now. Thanks for sharing it.

9:55 PM  
Blogger A said...

i love that girl, too. and that sweet tent she built. i also love your sigur ros clip. no one flies kites anymore.

8:05 AM  
Blogger Tania Rochelle said...

So sweet.

8:47 AM  

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