If I made a commercial for Trader Joe's.. it would go a little like this.

I made a commercial for Trader Joes explains Carl from Carl's Fine films and shows both a long version and a short version - iPhone ready as well - of the films on the Carlsfinefilms.com website. He shot it in secret, he says, but then some effects really don't look like something you could just whip out and film with your Treo without anyone noticing (also, what the heck did he film the Treo with? hmm? Explain that, Carl!).

Commissioned or not this catchy little diddy is a great viral.

One day I was taking a photo of a primitive but lovely hand-drawn chalk sign when a manager came running over to tell me cameras aren’t allowed in Trader Joe’s. Well, he didn’t say anything about cell phones so I decided then and there to make a commercial for TJ’s on my Treo. Up until now they haven’t done any TV advertising at all so I have no idea if this is the kind of thing they would like.

Set to the song Águas de Março.