Props to Cathy Taylor at Adverganza for finding this gem of a spot for J.C. Penney via Saatchi/NY. Another entry in my ongoing Friday custom of spotlighting noteworthy TV commercials.
It runs a full two minutes, so I'm not sure where it actually runs, but that's besides the point. It's a wonderful little movie, perfectly cast with the sort of real looking children so rarely seen on television. Even the location, in an old-fashioned blue collar neighborhood with back alleys and Radio Flyer wagons is perfect: there's a timelessness to the setting that enables the fantasy.
There are lots of great little details (check out the signs on the fence) that it's worth watching twice, just to pick up the nuances.
I haven't been to a Penney's in a while, but if the in-store experience can match the magic of the commercial, they'll have a very merry Christmas indeed.