JCPenney Awesomely Remixes ‘No Diggity’ as ‘Go Ligety’ for the Olympics

Blackstreet's C. Black stars

Let's take a break from the pre-Super Bowl ad madness to take a look at a spot for that ­other big February sporting event—that's right, we're talking about the Sochi Winter Olympics—that might be just as good as any of the best ads we'll see this Sunday.

Over the next few weeks, JCPenney will be encouraging customers to round up purchases to the nearest dollar to support the U.S. Olympic Committee. To promote the campaign, Penney came up with an extremely random but also sort-of-genius concept: an Olympics-themed remake (by EVB and Victors & Spoils) of Blackstreet's 1996 hip-hop classic "No Diggity" featuring alpine skier (and 2006 gold medal winner) Ted Ligety. And if that's not bizarre-slash-wonderful enough for you, the retailer got Blackstreet's own C. Black to perform it and star in the video.

"Go Ligety" loosely parodies Blackstreet's original "No Diggity" video, but with JCPenney being a family brand and all, there are some pretty major changes: Rather than having scantily clad video girls emerge from a limo, the "Go Ligety" backup dancers are a group of minivan-driving suburban moms. Instead of lyrics like "Strictly bitch, you don't play around/Cover much ground, got game by the pound," we get, "There is no better way/To say hooray for Team USA." And this time, the puppet version of C. Black has a friend: a Lil' Ligety marionette!

A word of advice before watching this spot: Be prepared to have "Go Ligety" stuck in your head for the next 24 hours. That is, if you haven't started humming it already.

Credits below.


Client: JCPenney

Spot: "Go Ligety"

Agency: EVB, Victors & Spoils

Group Creative Directors: Steve Babcock, Noah Clark

Creative Directors: Rich Ford, David Gonsalves

Art Director: Zack Roif

Executive Integrated Producer: Lisa Effress

Account Director: Lynn Harris

Account Manager: Mike Dusman

Production Company: World War Seven

Director: Shillick

Executive Producer (Production Company): Josh Ferrazzano

Producer (Production Company): Mike Begovich

Director of Photography: Max Gutierrez

Postproduction: Coyote Post

Editor: Jared Varava

Assistant Editor: David Monoco

Music Company: Beacon Street Studios

Music Producer: Caitlin Rocklen

Musician, Singer: Chauncey Black

Licensed Track: No Diggity

Arrangers: Mike Franklin, Dewey Thomas

Sound Designer: Mike Franklin

Visual Effects Company: Coyote Post

Visual Effects Producer: Heidi Spencer

Colorist: Paul Byrne

Business Affairs: Platinum Rye

Planners: Carlisle Hensley, Sara Smith

Choreographer: Michael Franklin

Puppeteer: Michelle Zamora

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