Magical spot made by Saatchi & Saatchi for JC Penney. This is a cool new spot full of joy and has in background a beautiful song played by Regina Spektor.

JC Penney is a company that is offering shoes, jewelry, apparel, and toys.

Today`s the day to work your magic.

Spot presents several magic actions made by different people, spreading the joy and creating magical moments.

Song title: “Music Box”
Artist/band: Regina Spektor

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

Agency: Saatchi & Saatchi, New York
Copy Writers: Sara Rose, Icaro Doria
Art Director: Lea Ladera
Music Producer: Ryan Fitch
Executive Producer: Colin Pearsall
Production Company: MJZ, Los Angeles
Director: Nicolai Fuglsig
Producer: Emma Wilcockson
Production Designer: Jeremy Hindle