JC Penney Calendar – Every Day Matters

US department store JC Penney released the “Every Day Matters” campaign on USA televisions during the 2007 Oscars, combining a playful song, “Forever Thursday”, with a music box house come to life. A revolving house set reveals a home moving from night into day. Look carefully and you’ll see the super (text) subtly displayed in the everyday scenes of this household. The camera zooms out to reveal a clockwork day on June 14. The clip finishes with the text, “JCPenney Every Day Matters. jcp.com”.

JC Penney Table Tennis shot

Click on the image below to play the video.

Today’s the day to order, install
Today’s the day to captivate an audience
To be a kid again
to get in sync
Today’s the day for a change in scenery
Today’s the day to never end.

Revolving house in JC Penney TV ad


The Everyday campaign was developed at Saatchi & Saatchi New York, by chief creative officer Tony Granger, creative directors Kerry Keenan and Mike Long, copywriter Sara Rose, art director Lea Ladera and agency producer Dean Shoukas.

Filming was directed by Joel Pront, via Believe Media, New York, with director of photography Danny Ruhlmann, executive producer Lucy Markovich and producer Mardi Palmer. The shot was filmed at Fox Studios, Sydney.

Every Day was edited by Drew Thompson at Guillotine, Sydney, Australia. Colorist was Ben Eagleton at The Lab, Sydney, Australia. Visual effects were developed by Pront at Collider, Sydney, Australia.

Sound was engineered by Phillip Loeb at Sound Lounge, New York.

Music from Nylon Studios

Music was composed by Elliott Wheeler at Nylon Studios, Sydney, Australia, with producer Emma Hoy, and sung by Melanie Horsnell. See the McDonalds Inner Child series for similar work by this team. Watch out for the release of the song at the Nylon Studios MySpace site.

Melanie Horsnell is a songwriter in her own right. She has a loyal following in Australia, with her singles “Birds” & “I Just Want Some Love” being added to rotation on Australia’s national youth broadcaster, Triple J. Melanie has toured Europe extensively, headlining shows in The Netherlands and Paris and also ventured out to Singapore playing to a packed house at The Esplanade. Her debut album ‘The Adventures Of…’ was a feature album on French national radio, after Melanie took time out to learn French and recorded a French version of the beatlesque “I Just Want Some Love”. To find out more about Melanie check out her myspace: www.myspace.com/melaniehorsnell

See here the full music video produced by Wheeler and Horsnell.

Click on the image below to play the video.

Lyrics for Forever Thursday

Download the single, “Forever Thursday – How Can It Be” at iTunes.

Forever Thursday - How Can It Be - Single - How Can It Be (JC Penney Commercial)I say, and so say I
my morning thought
it knew itself just fine
until across the room
it caught its first glimpse of my afternoon.
How can it be
that these things live in me?

I say, and so say I
my morning’s day seems nothing like its night.
My night so self assured
was all at sea when faced with dawn’s strange world.
How can it be
that these things live in me?