Penney Eyes Lovemark; You Download Song
There is a great story in the New York Times about J. C. Penney's new emotion-based advertising campaign through agency Saatchi & Saatchi (read Lovemarks).
"And the message is resonating: one of Saatchi & Saatchi’s first television commercial for Penney, a series of fast-moving domestic vignettes that celebrate family moments big and small, has won praise from critics and viewers. The original song in the ad, 'So Say I,' has been downloaded 75,000 times on iTunes."
You will even be able to watch Penney-based Web reality shows on Penney's site.
This is more evidence, I hope, of emotion winning the day. Meanwhile, the ad/music/download nexus continues to be a fascination to current Texas Tech master's student Wes Wise.
"And the message is resonating: one of Saatchi & Saatchi’s first television commercial for Penney, a series of fast-moving domestic vignettes that celebrate family moments big and small, has won praise from critics and viewers. The original song in the ad, 'So Say I,' has been downloaded 75,000 times on iTunes."
You will even be able to watch Penney-based Web reality shows on Penney's site.
This is more evidence, I hope, of emotion winning the day. Meanwhile, the ad/music/download nexus continues to be a fascination to current Texas Tech master's student Wes Wise.
Labels: advertising, emotion, music, new media
posted by Samuel D. Bradley at 10:57 AM
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3 Comments:
Sam,
For anyone who's interested, the song in the Penney's commercial is "How Can It Be" by Forever Thursday.
- WW
I've noticed their new approach--JC Penney has been pretty "uncool" for a long time, then back in May they started airing a TV commercial with the Joshua Radin cover "Only You" (a Yaz original). It's a really beautiful song, and the way they edited the commercial I didn't find completly appalling, though I was surprised it was for JC Penney by the time the ad finished. Anyway the song is beautiful (though the Yaz originial much different) if you haven't checked it out yet.
here's some info I found, probably from the same NYTimes article you've read:
"The new overarching campaign, “Every day matters,” is about creating an emotional connection between Penney and its shoppers — and so the ads feel as if they are more about shoppers (and what matters to them) than about Penney. A popular Penney Mother’s Day commercial, which ran in May, featured a mother and daughter waking down a sidewalk to the tune of “Only You,” the daughter rapidly aging into adulthood until a grandmotherly figure appears and restores her back to childhood. The spot closed with a Mother’s Day greeting, and no mention of products or prices."
"How Can It Be" the song in the J C Penney ad is sung by aussie Melanie Horsnell and penned by Elliot Wheeler. You can hear the original song/video on http://www.myspace.com/foreverthursdaymusic
or Melanie's other music on
http://www.myspace.com/melaniehorsnell
I think she is coming to the States late in 2007
Mark
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