Macy's Airs Poignant Holiday Ad Created by Third Agency in Three Years
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It’s holiday crunch time and Macy’s, the retailer some might say is the most closely associated with Christmas due to “Miracle on 34th Street,” is out this week with a new campaign from a new agency relationship. Earlier this year, the beleaguered department store chain selected BBDO New York as agency-of-record, making it the third agency to handle Macy’s holiday work in three years.
The workMacy’s first from BBDOis certainly different. A minute-long spot, “Lighthouse,” skews so close to the emotional that it’s not clear until the final few seconds that the ad is for Macy’s, a contrast to prior years where the retailer’s name featured more prominently. In the spot, a little boy watches a nearby lighthouse, where his friend lives who has recently lost her mother. Using Morse code and the soccer lamp he received for Christmas, he invites the girl and her dad to dinner. It is not until the tagline, “The perfect gift brings people together,” comes on screen that a Macy’s shopping bag is shown.
The poignant spot strikes the same emotional tone of holiday ads from U.K retailers like John Lewis, whose heart-wrenching Christmas ads are one of the most eagerly anticipated spots of the season in a region where holiday commercials are on par with those in America’s Super Bowl.
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