|Spirit of the Season|
|by Syd Briscoe|
Earth, Wind & Fire's classic funky banger 'September' gets a seasonal reworking in this colourful commercial for US department store Kohl's. The cover - which we have to assume is called 'December' - provides an upbeat soundtrack to scenes of festive fun, as families and other fashionable characters exchange gifts from the advertised store.
Director Paola Kudacki demonstrates a great relationship with her cast and has pulled off something rather tricky here - making a film which has equal value as a 30" whole and as far briefer social media cutdowns. Whether viewed in snippets on Instagram or in a longer format on telly, this is spirited, playful work which brings a sense of fun to the often cynical retail side of the season.
Music: Earth, Wind & Fire - September (cover)
Product Category: Department Stores