Lunchroom Runway

Agency Network: 
September 2009


Film advertisement created by Saatchi & Saatchi, United States for JC Penney, within the category: Retail Services.

Advertising Agency: Saatchi & Saatchi, New York, USA
Creative Director: Amie Valentine
Art Director: Chris Shipman
Agency Producer: Dean Shoukas
Music Producers: Ryan Fitch, Eric Korte
Production Company: Serial Pictures/Anonymous Content, Los Angeles
Director: Johan Renck
Music / Sound Design: Expansion Team, New York
Creative Director / Remix: Alex Moulton
Executive Producer: April Jaffe
Producer: Jean Kouremetis
Original Song: “Too Fake” Hockey (Capitol/EMI)
Editorial / Post: Cut + Run, New York
Editor: Tina Mintus
Assistant Editor: Adam Bazadona
Producer: Nicole Salm
Online Editorial: New York
Online Editor: Tom McCullough
Telecine: Company 3, New York
Colorist: Tom Poole
Audio Post: Sound Lounge, New York
Engineer: Tom Jucarone
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Highest Rated

lucdesaulniers's picture

wrong (value) models for kids

Activity Score 1125
Guest's picture

Fun and real. Hard to believe THAT's Pennys.

xxx Adams xx's picture


xxx Adams xx
Activity Score 32
gmint7's picture

i saw this on tv, i like this. really sells.

Activity Score 2645
Art Director at ad grad @ S Francisco |


ericndavi's picture

cool ad.

Activity Score 149
Creative Director
talkingisfree's picture

Nice, really fits for JC penney and is good to see.

Activity Score 2680
Art Director
Guest's picture

slightly fun. doesn't really fit jcp at all. im happy jcp is trying to up it's image a bit. but when kids think fashion they don't think jcp. will this spot change that? there is a slim chance but i doubt it.

lucdesaulniers's picture

wrong (value) models for kids

Activity Score 1125
Jet Propulsion Lab's picture

Please don't kill me because I don't remember the titles of the spots, but their previous spots like "Magician" and "Aviator" were FAR more superior to this piece. They were very imaginative, emotional and conceptual.

And I do agree (to some extent) with the above commentor who said this spot displays "wrong values" for the audience (although it's targeted towards adult parents.) The message does feel somewhat irresponsible especially coming from a big-name brand like JCP.

It's neither entertaining nor memorable.

Jet Propulsion Lab
Activity Score 10669
ayindesmith's picture

i love it, if i was in school now the day after i saw this ad I would do this at school - and i would remember jc penny

Activity Score 2
Other at Mical Marketing Ltd.
Jet Propulsion Lab's picture

Yep, and that's exactly my point!

I rest my case.

I really hope Penney won't have to pull this spot off the air...

Jet Propulsion Lab
Activity Score 10669
Guest's picture

Seriously? If we start thinking this is too risque, I fear for the future of advertising. This spot was fun and gives me new perspective on JCP. I'd consider going "back to school shopping" here after seeing this ad.

Maliheh's picture

hey man thats really kewl, i luved it. THUMBS UP

Activity Score 79
Graphic Designer at graphic designer |

wt da?

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