Getting Mushy over Store Ads

Recent JC Penney commercials are intriguing and moving, thanks to the interesting songs/lyrics and the focus on people, not products. Here's what Bob Garfield of Advertising Age thinks, including a look at the "Calendar" commercial featuring "So Say I" by Forever Thursday. I replayed this commercial 7 times and enjoyed it every single time, thanks to the wonderful music.

The store's new slogan, "Every Day Matters," goes to the heart of the matter (pun intended). People do care about products and brands, but they care more about their own lives. Penney's marketing reflects that priority, showing that it understands what's important to its customers (me included). And I like that the commercials aren't gussied up with voice-overs, dialogue, product plugs, etc., which lets me enjoy a few seconds of people enjoying their lives before the Penney logo shows up at the end. Watch for the diamonds, by the way, slid in subtly.