JC Penney promoted (or not as the case may be) the post-thanksgiving sale this year with a somewhat disturbing TV advertisement in which a mother wakes up her two daughters at 4 am. Photography, lighting and music combine to produce a sense of menace which is almost resolved as we discover the family is joining the rush to the local JC Penney store.
It’s been revealed that JC Penney did not approve this commercial for broadcast. Online copies of the video have been removed.
The Wake Up ad was developed at Saatchi & Saatchi New York by chief creative officer Tony Granger, creative director Kerry Keenan, art director Menno Kluin and Michael Schachtner, copywriter Julia Neumann and agency producer Zamile Vilakazi.
Editor was Joe Guest at Final Cut, New York, with assistant editor Jamaal Parham and producer Lauren Shawe. Post production was done at The Mill, New York, by colorist Fergus McCall, senior Flame artist Marc Goldfine, Flame artists Greg Cutler, Brian Benson, designers/animators Bowe King and Michael Schaeffer.
Online editing was done at Charlex, New York by senior creative director Richard Eng, executive producer Adam Isidore and producer Chris Volckmann.