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JCPenney “Change” 1993

JCPenney “Change” (1993) is a JCPenney commercial for Temerlin McClain. It won one award: Effie US 1993 Gold (Retail).

A man in a light blue suit sits in front of a garage, blowing a bubble with gum, as text questions if he or Frank changed.

Video: JCPenney on YouTube

Frames

  1. A man in a light blue suit and white shirt sits in front of a garage door, blowing a bubble with gum and looking around.© JCPenney0:00
  2. JCPenney “Change”, shot 1© JCPenney0:01
  3. JCPenney “Change”, shot 1© JCPenney0:03
  4. JCPenney “Change”, shot 1© JCPenney0:05
  5. JCPenney “Change”, shot 1© JCPenney0:07
  6. JCPenney “Change”, shot 1© JCPenney0:09
  7. JCPenney “Change”, shot 1© JCPenney0:11

Stills © JCPenney. Made by Temerlin McClain.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A man's transformation is questioned, highlighting JCPenney's role in his new look.

Tagline: “#FrankChanged”

transformationquestioning realityminimalist settingsingle character focustext overlay

The cut

Length
15 s
One take
15 s in a single shot

What creatives use JCPenney “Change” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of JCPenney “Change”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A man in a light blue suit and white shirt sits in front of a garage door, blowing a bubble with gum and looking around.© JCPenneyJCPenney “Change”, 0:01© JCPenneyJCPenney “Change”, 0:03© JCPenneyJCPenney “Change”, 0:05© JCPenney
    Frames from JCPenney “Change”

  2. 02How a one-take commercial is built

    15 s in a single shot: you need to see how the camera and the action are staged, beat by beat.

    Open the spot and scrub the take moment by moment, with what happens in each beat.

    A man in a light blue suit and white shirt sits in front of a garage door, blowing a bubble with gum and looking around.© JCPenneyJCPenney “Change”, 0:01© JCPenneyJCPenney “Change”, 0:03© JCPenneyJCPenney “Change”, 0:05© JCPenneyJCPenney “Change”, 0:07© JCPenneyJCPenney “Change”, 0:09© JCPenney
    Length: 15 s · One take: 15 s in a single shot

  3. 03Ad ideas: every spot built on a transformation

    Before you present an idea, you need to know who has done it, and how.

    JCPenney “Change” is built on a transformation. Search the library by idea to see every spot that uses it.

    BBC “Trails Will Blaze”© BBCJindal Steel and Power “Jindal Steel- the Steel of India”© Jindal Steel and PowerChannel 4 “Meet the Superhumans”© Channel 4Kalbaz “Ping Pong”© Kalbaz
    BBC · Jindal Steel and Power · Channel 4 · Kalbaz

Award-winning retail commercials

Questions

Which agency made JCPenney “Change”?

Temerlin McClain created it for JCPenney (1993).

What awards did JCPenney “Change” win?

1 awards, including Effie US 1993 Gold (Retail).

What is the tagline of JCPenney “Change”?

“#FrankChanged”

Sources for the credits and awards

web.archive.orgyoutube.com