JCPenney's focuses on the little things in their newest campaign

The new campaign for JCPenney reminds viewers to remember the little things - special moments and small gestures that make the holidays a special time. 

The little things are also small children, eager to embrace the magic of the season and welcome it with helping hands and smiling faces. In one of the spots a mother of a young boy eagerly doing chores asks, “What’s gotten into him?” The answer? Christmas.

The campaign was directed by Don Broida of Spears & Arrows and edited by Lucky Post’s Logan Hefflefinger for JCPenney’s in-house agency.

As the entire campaign is comprised of :15 second spots, Hefflefinger explains that he started with the hero moment in each, reverse engineering the edit to build a story to effectively fit into the small space of time while allowing the reveal to breathe.

“It was a great collaboration,” Hefflefinger relates. “The agency team concepted the campaign around these quick, relatable moments and were decisive and supportive throughout. The edit was built on visual language that quickly builds to reveal each hero moment - one that connects with the playful, family-centric experiences that are part of the holidays.”