This is the commercial everyone has been talking about. Did you also know that this spot was awarded a Cannes Lions 2008 Film Bronze award..? Interesting..!
This is what we call in the biz a spec spot or spec commercial. Spec commercials are usually done by creatives from an ad agency in cooperation with a director from a separate production company to help everyone gain a great piece for their demo reel. Usually spec commercials are not never even shown to the client they are being made for. Basically its a fake commercial but its a great way to showcase ones talents in their respective art form. Ad Agency Creatives, Editors, Directors, Colonists and DPs all benefit from the practice of spec commercials. In this case JC Penny probably never even heard of this commercial until we all did.
This commercial was directed by Mike Long of Epoch films. Mike did an excellent job on this spot. I found myself totally drawn in. I’m not sure if it was the controversy surrounding the commercial or that it is just that good.
Commercial: JCPENNEY: SPEED DRESSING
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