I started today thinking I was going to have to skewer Lowe’s for sending out a circular that called Chrstmas trees “family trees.” But Lowe’s has already issued a statement saying that this was a result of a proofing (or lack thereof) error, and that they will be calling Christmas trees by their proper name. I’m not sure if I buy the proofing error excuse, but whatever. I’ll keep spending too much money on home improvement products there for the time being.

And then this showed up. This wonderful, perfectly produced gem of a Christmas spot produced by Saatchi & Saatchi NY for JC Penney. Wow. It has better direction, pacing, character development and emotion than most movies you’ll see today. Or probably tomorrow. Heck, it even wishes you a Merry Christmas at the end. Why? Because it’s a Christmas spot. Funny how that works.

I love this spot so much that I’ve included the complete spot credits for it so the folks responsible can get a little extra love. And, of course, the honor of being mentioned on The AdHole. Which is so much better than any color pencil.




Title: Aviator
Client: JC Penney
Agency: Saatchi & Saatchi, New York
Chief Creative Officer: Tony Granger
Creative Director: Michael Long,
Kerry Keenan
Copywriter: Sara Rose
Art Director: Lea Ladera
Head of Integrated Productio: Colin Pearsall
Agency Executive Producer: Bruce Andreini
Music Producer: Ryan Fitch
Head of Music Licensing: Rosemary Ryan
Director: Fredrik Bond
Production Company: MJZ, Los Angeles
Executive Producer: Lisa Margulis
Line Producer: Line Postmyr
Director of Photography: Alwin Kuchler
Production Designer: Jeremy Hindle
Editor: Russell Icke
Editorial Company: Whitehouse
Executive Producer (Editorial): Corina Dennison
Editorial Producer: Melanie Klein
Sound Design: Judson Crane,
Fluid
Mix: Sound Lounge
Mixer: Philip Loeb
VFX: The Mill, New York
Colorist: Fergus McCall
VFX Creative Director: Angus Kneale
VFX Producer: Bethan Thomas,
Dan Roberts
Musical Artist: John Lennon
Song: Real Love

Later,

Fox