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Creative

Macy's Celebrates the Spirit of Christmas in Joyful Campaign

The two-minute spot from BBDO New York is directed by the Oscar-nominated Garth Davis

Macy's Celebrates the Spirit of Christmas in Joyful Campaign

Beginning this Sunday, Nov. 3, Macy’s holiday campaign, Santa Girl, will inspire all to believe in the wonder of the season. Starring The Florida Project’s Brooklyn Prince as Virginia, a would-be Santa with unwavering spirit, and directed by the Oscar-nominated Garth Davis, the new commercial reminds both young and old that anything is possible if you believe. 

“At Macy’s, we know the power of celebration, bringing friends and family of all generations together, whether shopping in our stores or enjoying our iconic events,” said Rich Lennox, Macy’s chief marketing officer. “With Santa Girl, we’ve created one of our most powerful campaigns to date, bringing to life the magic and wonder of the season, while further positioning Macy’s as the gift authority and Believe as the emotional epicentre of the holidays.” 

You can check out the heartwarming spot below:


After seeing Santa in Macy’s Thanksgiving Day Parade on TV, our hero, Virginia, decides she wants to spread joy throughout the world just like St. Nick. When she voices that dream at school, she is quickly challenged by a fellow classmate who tells her she can’t be Santa – because she’s a girl. 

Virginia’s parents create a plan to make her wish come true and show their daughter the wonder of the holidays. In the middle of the night on Christmas Eve, Virginia awakens to find the family truck transformed into a magical, glowing sleigh loaded with gifts from Macy’s. With her belief fully restored and stronger than ever, Virginia takes to the snowy streets in her new “sleigh” to leave gifts on her neighbour's doorsteps – spreading wonder and joy all over her sleeping town. 

Viewers will follow Santa Girl on a sweetly personal journey, as she discovers the power of magical thinking and shows everyone that Santa’s spirit is within all our hearts. 

Produced by Macy’s in collaboration with BBDO New York, Macy’s creative agency partner, the 30- second anthemic spot will air across television, online video and social, along with robust supportive content, including an extended two-minute version, available on youtube.com/macys, that feels more like watching a film than a traditional ad. Also contributing to the story is the Emmy®-winning cinematographer Adam Arkapaw (“True Detective”) and Oscar®-nominated, Emmy-winning composer Dustin O’Halloran (“Lion”). 

Additionally, this year’s iconic Macy’s Herald Square holiday windows on Broadway titled “Believe in the Wonder” are inspired by Santa Girl. The theme is brought to life by combining modern technological and 

interactive elements with old school artistry; forming a unique connection that results in an original and imaginative display for visitors of all ages from around the world. 

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CREATIVE CREDITS
Macy’s Holiday Anthem 2019

Spot: Santa Girl

CREATIVE

Creative Agency: BBDO New York

Worldwide Chief Creative Officer: David Lubars

Chief Creative Officer New York: Greg Hahn

EVP, Executive Creative Director: Danilo Boer

EVP, Executive Creative Director: Marcos Kotlhar

Creative: Matt Brink

Creative: Adam Livesey

Creative Director: Taylor Marsh

Senior Art Director: Sho Matsuzaki

VP, Group Executive Producer: Dan Blaney

Producer: Corie Rosenblatt

SVP, Director of Business Affairs: Bernadette Naughten

SVP, Production Services Director: Jessica Nugent

Senior Business Affairs Manager: Adele Solomon

VP, Planning Director: Steve Panawek

Senior Strategic Planner: Alexandra Britt

EVP, Senior Director: Corey Cirillo

Account Director: Justin Perrelli

Account Executive: Maddy Bell

Production

Production: RESET Content

Director: Garth Davis

Executive Producer: Megan Moore

Director of Production: Dave Morrison

Line Producer: Matt MacLennan

DP: Adam Arkapaw

Edit

Editorial: WORK Editorial

Executive Producer: Erica Thompson

Producer: Chris Delarenal

Editor: Neil Smith

Assistant Editor: Audrey Weiner

Sound

Mixer: Steve Rosen (Sonic Union)

Category: Retail Stores , Retail and Restaurants