Macy’s (NYSE:M) today unveiled a new holiday TV spot that underscores “The Magic of Macy’s” as the company’s enduring brand platform. Featuring the same cast of high-profile fashion and home designers seen in the earlier fall campaign, Macy’s “Evening” spot captures the store’s superstar design talent as they decorate their “departments” for the busy holiday rush.
The new holiday spot, created in collaboration with JWT New York, will first be available online at macys.com/star beginning Oct. 28 and on other video sharing sites beginning Nov. 1. It will break on national television on Nov. 4 and will air in top-rated programming.
The holiday TV ad sets the stage for “The Magic of Christmas” as Macy’s theme to welcome shoppers into its stores nationwide for the holiday season. The theme will be expressed in advertising and in-store signage throughout the fourth quarter.
“Macy's has a legacy among customers as a brand that's magical – especially in the holiday season,” said Peter Sachse, president of Macy’s Corporate Marketing. “From our part in signature holiday events like Macy’s Thanksgiving Day Parade or the Fourth of July Fireworks to the day-to-day way we touch the lives of our customers and communities, we think the 'The Magic of Macy's' is an authentic statement about our brand.”
In “Evening,” the designers have just one night to get the store decorated for the important and magical holiday season. Often poking fun at their very public personas, the spots include designers Sean (Diddy) Combs, Jessica Simpson, Martha Stewart, Usher, Donald Trump, Kenneth Cole, Marc Ecko, Kimora Lee Simmons, Russell Simmons and Tommy Hilfiger. Macy’s Culinary Council chef Tyler Florence and celebrity chef Emeril Lagasse also appear in the spots.
“Department stores have historically been at the center of the holiday shopping experience,” said Sachse. “At Macy’s, this is just as true today. Across the country, our stores are beautifully decorated, and our merchandise represents the best of the season’s gift trends. We try to create magical moments every day. It is truly part of our DNA.”
The “Evening” spot was directed and filmed by Oscar-award-winning duo Barry Levinson and Bob Richardson. Levinson won the Academy Award for Best Director in 1988 for Rain Man. His repertoire also includes celebrated films such as Good Morning, Vietnam; The Natural; Wag the Dog; Bugsy and Diner. The Macy’s campaign is Levinson’s first time directing a national television commercial campaign. Bob Richardson is a two-time Academy Award winning director of photography for The Aviator and JFK. His portfolio also includes The Good Shepherd, Kill Bill, Natural Born Killers and A Few Good Men, among many others.
The Macy’s holiday spots will be prominently featured throughout the season in highly rated shows. It will run in coordination with Macy’s advertising featuring One Day Sales and other promotion-driven events.
JWT New York was the advertising agency responsible for the creative development in collaboration with Macy’s Corporate Marketing. Mediaedge:cia developed and implemented the media campaign in collaboration with Macy's Corporate Marketing.
About Macy’s
Macy's, the largest retail brand of Macy’s, Inc., delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Offering distinctive assortments including exclusive fashion and home brands, Macy’s stores are operated by seven regionally based retail divisions – Macy’s East, Macy's Florida, Macy's Midwest, Macy's North, Macy's Northwest, Macy's South, and Macy's West – and an online store at macys.com.
For Macy’s media materials, please visit our online pressroom at www.macys.com/pressroom.
CREDIT LISTJWT Office: JWT New York
Client: Macy's Corporate Marketing
Campaign breaks: November 4
Name of Spots: "Evening" (:60, :30 Lift)
THE TEAMCo-President, Chief Creative Officer: Ty Montague
Executive Creative Director: Jeremy Postaer
Creative Director/Art Director: Damian Totman
Creative Director/Copywriter: Matt MacDonald
Director of Production: Darcey Cherubini
Executive Producers: Randy Shreve ("Evening"),
Nancy Vines
Associate Producer: Kate Schwerin
Production Business Manager: Jane Meeuws
Business Director: Beth Waxman-Arteta
Account Management: James Cuff, Andrea Mighdoll,
Lauren George
Director: Barry Levinson
Cinematographer: Robert Richardson
Film Production Company: Saville Productions (L.A.)
Film Executive Producer: Rupert Maconick
Film Line Producer: Shannon Lords
Film Editors: Jay Rabinowitz
Steve Hamilton
Editing House: Mad Mad Judy (NY)
Sound Design: Steve Hamilton
Sound Mix: Sound Lounge (NY)
Audio Mixer: Glen Landrum Contacts:
Jim Sluzewski, 513-579-7764
jim.sluzewski@macys.com
or
Holly
Thomas, 646-429-5250
holly.thomas@macys.com
