JC Penney Magic with Regina Spektor

JC Penney has launched another captivating TV advertisement with ‘Magic’, featuring the voice of Regina Spektor singing Music Box.

Magic coin in JC Penney Magic TV commercial


Between leaving home and arriving at work the arts of illusion and magic come into their own. “Today’s the day to work your magic”.

Click on the image below to play the video in YouTube

Credits

The JC Penney ad was developed at Saatchi & Saatchi, New York, by chief creative Officer Tony Granger, creative directors Michael Long and Kerry Keenan, copywriters Sara Rose and Icaro Doria, art director Lea Ladera and Menno Kluin, music producer Ryan Fitch and agency executive producer Colin Pearsall.

Filming was shot by director Nicolai Fuglsig via MJZ, Los Angeles, with line producer Emma Wilcockson, production designer Jeremy Hindell, director of photography Robert Elswit (Syriana and Magnolia).

Editing was done at Mackenzie Cutler by Ian Mackenzie with assistant editor Charlotte Arnold. Sound was designed by Mark Healy and mixed by Tom Jucarone at Sound Lounge.

Visual effects were developed at The Mill, New York, by VFX creative director Angus Kneale, lead Flame artist Dan Williams, Flame artists Dirk Greene, Adam Grint, Ross Goldstein and VFX producer Bethan Thomas.

Lyrics for Music Box

Life inside the music box ain’t easy
The mallets hit
The gears are always turning
And everyone inside the mechanism
Is yearning to get out
And sing another melody completely
So different from the one they’re always singing
I close my eyes and think that I have found me
But then I feel mortality surround me
I want to sing another melody
So different from the one I always sing
But when I do the dishes
I run the water very very very hot
And then I fill the sink to the top with bubbles of soap
And then I set all the bottle caps I own afloat
And it’s the greatest voyage in the history of plastic

And then I slip my hands in and start to make waves
And then I dip my tongue in and take a taste
It tastes like soap but it doesn’t really taste like soap
And then I lower in my whole mouth and take a gulp
And start to feel mortality surround me
I close my eyes and think that I have found me
But life inside the music box ain’t easy
The mallets hit
The gears are always turning
And every one inside the mechanism
Is yearning to get out
And sing another melody completely
Is yearning to get out
Is yearning to get out
Is yearning to get out

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