JCPenney checks retail habits into rehab

Created for JCPenney by Mischief @ No Fixed Address the store promotes its good quality products by suggesting the futility of wasting money on cut price fashion, homewares and random tat that does not serve the buyer.

The droll hero film was directed by Good Behavior’s Pete Marquis, who displays his deft hand at subtle mockumentary and follows six shoppers attending a Retail Rejuvenation retreat where a delightfully pass-agg facilitator attempts to start healing the misguided shoppers. 

“That is quite a bit of denim…. All right… !” she says, with an implied eyeroll, welcoming one poor woman into the group. Along with trust exercises and clothing cleansing singing bowl incantations, the attendees are encouraged to recite such mindset mantras as: “I am worth more than the bra I found in the cookware section.”