Macy's "Stars" Have Advertising's Answer to TiVO
The new Macy's television campaign is surprisingly quite brilliant.
"Bringing the stars together. That's the magic of Macys."
The way to beat the technological ability to ignore the advertising that pays the bills on free television is to add a healthy dose of creativity. Macys' new campaign is celebrity powered and hits just the right note. Carlos Santana, Mariah Carey, Martha Stewart, Russell Simmons, Jessica Simpson, Tommy Hilfiger, Usher, Emeril Lagasse, Tim Gunn, Kenneth Cole, Diddy, Calvin Klein's Gabriel Hill and even Donald Trump do their part to keep this promotion fun.
"The Magic of Macy's - Morning"
"The Magic of Macy's - New Guy"
"The Magic of Macy's - Beautiful Music"
Macy's Spring Brand Campaign Features New Celebrity Designers and Premieres a Spanish-Language Version New Spots Build on Popular "Stars" of Macy's Concept NEW YORK--(BUSINESS WIRE)--March 20, 2008--Macy's (NYSE:M) today
announced the continuation of its star-studded advertising campaign
that highlights the retailer's talented and well-known family of
fashion and home designers. This season, two new spots feature both
returning favorites and fresh faces to the cast and will aim to reach
broader audiences with a Spanish-language version. The spots, directed
by Oscar-winning director Barry Levinson, will launch March 23rd. Adding new names to the Macy's line-up of celebrity designers, the
advertisements include icons Carlos Santana, Gabriel Aubry, Mariah
Carey, Martha Stewart and Donald Trump. "Carlos and Mariah", the premier spot featuring music luminaries
Mariah Carey and Carlos Santana, will launch in Spanish on March 23
and debut the week of March 24 on network primetime. Also launching
that week, "The New Guy" introduces Calvin Klein model Gabriel Aubry
to the illustrious Macy's team. Macy's brand television spots are
available for viewing on macys.com/star. "Macy's new brand spots are a natural evolution of the successful
campaign that premiered last fall," said Peter Sachse, president of
Macy's Corporate Marketing. "Under the gifted direction of Barry
Levinson, the spring spots make more 'stars of Macy's' connections
with new and unexpected twists. Whether that's Carlos Santana playing
the 'song of a stiletto' or Calvin Klein model Gabriel Aubry showing
up for his first day of work, the campaign cleverly speaks to the
variety of merchandise that Macy's offers customers and reinforces our
position as America's premier department store." Barry Levinson, known for his multitude of award-winning films,
won the Academy Award for Best Director in 1988 for Rain Man. His
repertoire also includes celebrated films like Good Morning, Vietnam;
The Natural; Wag the Dog; Bugsy and Diner. The fall Macy's brand
campaign was Levinson's first time directing a national television
commercial campaign. The Macy's brand campaign spots will be prominently featured
throughout spring on highly rated shows, and will run in coordination
with Macy's advertising featuring promotion-driven events. JWT New York was the 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. EDITOR'S NOTE: Behind-the-scenes footage and sound bites from
several of the designers featured in the new campaign are available at
request.CREDIT LIST
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Campaign breaks: March 23, 2008
Name of Spots: "Carlos and Mariah - English," "Carlos and Mariah -
Spanish"
Name of Spots: "The New Guy"
Director: Barry Levinson
Creative: JWT New York
CONTACT: Macy's, Inc.
Holly Thomas, 646-429-5250
holly.thomas@macys.com
SOURCE: Macy's, Inc.
