Baker Smith of harvest introduces us to kids who envision how their first day of the school year will play out. In “Cafeteria” we meet a youngster who’s grown over the summer and is looking to stake his claim. He walks through an empty cafeteria, setting the stage for what will be his first day back at noon lunchtime–all the while accompanied by another lad who’s beating a drum. Our original boy will order a double helping of hamburger if it’s on the menu but won’t sit at the table that had been his roost last year with a couple of buddies.
The 10th grade lad shares with us his plan of how he will instead upgrade to the most desirable table where his ultimate gal crush sits–at which point the drummer changes his musical accompaniment to the sound of a heartbeat.
The youngster feels comfortable and confident that his seat at a new table will come to fruition–after all, he’s dressed for the occasion, having connected with JCPenney’s #FirstDayLook to ensure he makes a good impression from day one at school.
Agency is Y&R New York.
Hollywood’s Oscar Season Turns Into A Pledge Drive In Midst Of L.A. Wildfires
When the Palisades Fire broke out in Los Angeles last Tuesday, Hollywood's awards season was in full swing. The Golden Globes had transpired less than 48 hours earlier and a series of splashy awards banquets followed in the days after.
But the enormity of the destruction in Southern California has quickly snuffed out all festiveness in the movie industry's high season of celebration. At one point, the flames even encroached on the hillside above the Dolby Theatre, the home of the Academy Awards.
The fires have struck at the very heart of a movie industry still trying to stabilize itself after years of pandemic, labor turmoil and technological upheaval. Not for the first time this decade, the Oscars are facing the question of: Should the show go on? And if it does, what do they mean now?
"With ALL due respect during Hollywood's season of celebration, I hope any of the networks televising the upcoming awards will seriously consider NOT televising them and donating the revenue they would have gathered to victims of the fires and the firefighters," "Hacks" star Jean Smart, a recent Globe winner, wrote on Instagram.
The Oscars remain as scheduled, but it's certain that they will be transformed due to the wildfires, and that most of the red-carpet pomp that typically stretches between now and then will be curtailed if not altogether canceled. With so many left without a home by the fires, there's scant appetite for the usual self-congratulatory parades of the season.
Focus has turned, instead, to what the Oscars might symbolize for a traumatized Los Angeles. The Oscars have never meant less, but, at the same time, they might be more important than ever as a beacon of perseverance for the reeling movie capital.
The film academy... Read More