A Creative Communications Agency

Saatchi & Saatchi New York have put together 3 innovative and gorgeous tv spots for JC Penney’s, using Saatchi CEO Kevin Roberts’ notion of Lovemarks, which is intended to create an emotional bond between the customer and the company. The spots are entertaining and intriguing, but will they make customers flock to their local Penney’s to buy clothing and housewares? We’ll see if JC Penney’s can follow through on the ads’ promises.
From a graphic design perspective, the use of hidden titling in “Calendar” and Easter-Egg-like movie references in “Screen Moments” draws the viewer in, almost forces you to pay attention to each flawlessly edited scene. A lot of advertisers are trying to design the “TiVo-proof” ad, using large still graphics that can be seen as the viewer fast-forwards – but I believe that the true DVR-proof ad is the one that people rewind to watch. These ads have that power.

From AdAge: JC Penney’s First Saatchi “Lovemarks” Ads are Magnificent