This didn't come a particularly good time since we were already enmeshed in the web of post-production.
But my partner and I are generous sorts.
We run towards problems--to solve them--not away from them.
In any event, we came through.
We came up with the idea that won the business.
And just a couple of weeks later, we found ourselves on the left coast shooting six spots.
There's nothing magical about the commercials we shot.
We took an ancient form--a side-by-side comparison and constructed it in a contemporary way.
A way that would feel modern.
And more importantly would get past the lawyers.
They aren't high concept.
But from what we hear they're working for our beleaguered client.
(I say beleaguered because their stock is down from $83 six years ago to about $20 today.)
I think they'll drive some sales.
They'll make people behave differently.
While they're changing some perceptions.
They'll make people think differently.
7 comments:
Nicely done George. I love that it was done with a VO. They both have a convincing quality about them.
very nice. i've been seeing these and thought they were a smart solution for jc penney.
well, put it this way, they are classic JC Penney. And that is what JC Penney is, or JCP as they now are called.
It probably doesn't have to be more creative than this.
The problem seems to be that JCP got a bit lost. Maybe got a bit less relevant? And the store experience is a bit ambivalnet as far as I've read. That's never good for sales. Anyway. Good honest old fashioned work looking somewhat modern may help a bit.
Look at that! A real point of difference. And just when I'm in the market for a new pair of jeans. This wouldn't happen to be micro-targeting, would it?
Seconded re: Voiceovers, Dick. When the country has a 99% literacy rate, why pander to the 1% who, in all honesty, won't be in your target market?
What a pleasure to see good advertising. Nicely done.
Thanks, Bob. That means a lot to me coming from you.
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