JC Penney's "Heart", a commercial earning much deserved praise

Given that I have been in advertising for over 20 years I am always reluctant to include any form of it on my blog --call it a reluctance to mix business with pleasure.<br /><br />Nevertheless, I cannot ignore this charming, beautifully produced, strategically sound spot by <a href="http://www.saatchiny.com/local/jump.asp?OfficeID=72">Saatchi & Saatchi NY</a> for <a href="http://www.jcpenney.com">JC Penney</a> named "Heart". Every time it airs, I find myself in rapt attention at the well-cast leads, the inventive effects and the universal appeal of the subject matter.<br /><br />Clearly, I am not alone since it has been repeatedly tagged a 'favorite'on <a href="http://www.youtube.com">you tube</a> many times along with 'making of' videos, etc.<br /><br />Please enjoy:<br /><br />The Commercial (:60 second cut)<br /><br />i<object height="353" width="425"><param name="movie" value="http://www.youtube.com/v/1L__kPtVmX0"></param><param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/1L__kPtVmX0" type="application/x-shockwave-flash" wmode="transparent" width="425" height="353"></embed></object><br /><br />The making of:<br /><object height="353" width="425"><param name="movie" value="http://www.youtube.com/v/QxXqaiWGlqw"></param><param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/QxXqaiWGlqw" type="application/x-shockwave-flash" wmode="transparent" width="425" height="353"></embed></object><br /><br /><br />Agency: Saatchi & Saatchi, NY<br />copywriter: Craig Love <br />art director: Shayne Millington, <br />agency producer: Zamile Vilakaz<br />Director: Dougal Wilson<br />Creative Directors: Kerry Kennan and Michael Long

JC Penney's "Heart", a commercial earning much deserved praise

Given that I have been in advertising for over 20 years I am always reluctant to include any form of it on my blog --call it a reluctance t...

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Fun Interactive DUI Deterrent. For Men.

The following is a wonderfully creative answer from Saatchi & Saatchi, germany to a creative directive to come up with a way to sell a taxi service. Well, at least to men.<br /><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjSX97epbQLR-9yiA4FItvTfNN3BXVhDEz_cJAKfUol2Ay3F6eAj_CbvQKNCsCXME_J6hjxKNJuc1ZrIxu4ca_2sjiuDaGgyigc9gsvndFlyC_siilUm1E6EIAUez4YaSipDhZ381yyiMZS/s1600-h/Picture+17.png" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5096363921066854850" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjSX97epbQLR-9yiA4FItvTfNN3BXVhDEz_cJAKfUol2Ay3F6eAj_CbvQKNCsCXME_J6hjxKNJuc1ZrIxu4ca_2sjiuDaGgyigc9gsvndFlyC_siilUm1E6EIAUez4YaSipDhZ381yyiMZS/s400/Picture+17.png" style="cursor:pointer; cursor:hand;" /></a><br /><br />About the Piss-Screen<br /><br /><br />1. The Brief<br /><br />Frankfurt Taxi Services asked us to do something for them in bars, so that people would take a taxi, instead of driving home drunk with their own car. We thought “Right”, drinking and driving isn´t a game and started thinking.<br /><br />2. Our Solution - The Piss-Screen<br /><br />The Piss-Screen is a pressure-sensitive Inlay for Urinals, to play a game with your pee. The game is displayed on a Screen above the urinal. We teamed up with bars across Frankfurt, and installed the Piss-Screen in the mens Restrooms. We designed a driving game in the style of Need for Speed with the clue, that people would have a terrible crash into the oncoming-traffic if their reaction time was too slow. <br /><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhZEYgl_3VOFF2fSMUPSAOgjs9dHkau_p8qPAInr89zjZa3Fs4CS2w9fu6Km7dRbXvnMxD_RE0JbTBLipkTePMPN5SvUuxgJssapWO9pZwvqfDdpGehFSkXXdQPZgnSdNMNiZ9ImvV4UmXY/s1600-h/pic_002.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5096364728520706514" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhZEYgl_3VOFF2fSMUPSAOgjs9dHkau_p8qPAInr89zjZa3Fs4CS2w9fu6Km7dRbXvnMxD_RE0JbTBLipkTePMPN5SvUuxgJssapWO9pZwvqfDdpGehFSkXXdQPZgnSdNMNiZ9ImvV4UmXY/s400/pic_002.jpg" style="cursor:pointer; cursor:hand;" /></a><br /><br />After the crash we placed the message.<br /><br /><br />3. The Message<br /><br />“Too pissed to drive?”<br /><br />“Take a Taxi instead!”<br /><br />“Call: 069-733030″<br /><br />4. The Effect<br />The effect was pretty simple, the more drinks people had, the more they had to go to the toilet. Because you will normally not expect such a thing as the piss-screen on a ordinary toilet, we and the client were quiet sure that people would remember that drink-driving isn`t a game.<br /><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEicghsDci_ZU_RzzoMvvkpmketqK3zWHCa6D7fjoJQFCcZHDwEre2G7V0iY6y3hfVwcoJgv28vvrCrzK6rdWwzv9dbnWYSPVvXoGsoE0CDQ85niEJ9mTsEvJv4uReq05gNDDCSUhven21Ei/s1600-h/Picture+18.png" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5096364865959660002" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEicghsDci_ZU_RzzoMvvkpmketqK3zWHCa6D7fjoJQFCcZHDwEre2G7V0iY6y3hfVwcoJgv28vvrCrzK6rdWwzv9dbnWYSPVvXoGsoE0CDQ85niEJ9mTsEvJv4uReq05gNDDCSUhven21Ei/s400/Picture+18.png" style="cursor:pointer; cursor:hand;" /></a><br /><br />5. Links<br /><br /><a href="http://www.piss-screen.com/uploads/game.html">[Play the game as a simulation]</a><br /><br /><a href="http://www.piss-screen.com/blog">[See the blog for the whole Story]</a><br /><br />6. The Team<br /><br />Creative Director: Sebastian Schier<br /><br />Art Directors: Patrick Ackmann, Martin Anderle, Christian Bartsch<br /><br />Text: William John<br /><br />Technical Developement & Production: Christian Bartsch<br /><br />Programming: Martin Anderle, Christian Bartsch<br /><br />Inlay Design & Modelbuilding: Markus Fischer [ideenfischa.de]<br /><br />Technical Support: Martin Nawrath, Wolfgang Staude, KHM Köln<br /><br />7. Terms of Use<br /><br />Any product, process or technology referred to in this Site is licensed under european patent law. You may not distribute, modify, transmit, reuse, reproduce, re-post or use the copyrighted materials on this Site for public or commercial purposes, including the text, images, audio and video, without the express written consent of Christian Bartsch and SAATCHI & SAATCHI, Frankfurt. All rights reserved. Copyright 2006 by Christian Bartsch and SAATCHI & SAATCHI, Frankfurt.<br /><br />Amtsgericht Frankfurt am Main HRB 10 899<br />Ust-Id. DE 811538026<br />Sitz der Gesellschaft: Frankfurt am Main

Fun Interactive DUI Deterrent. For Men.

The following is a wonderfully creative answer from Saatchi & Saatchi, germany to a creative directive to come up with a way to sell a t...

Read more »