This American Retail Store Channels Movie Magic for Epic Holiday Spot

Marshalls, the US leading off-price retailer, announced today the launch of its blockbuster holiday television and radio commercials. As the holidays are filled with cheer, they also inevitably evoke a bit of stress for shoppers searching for crave-worthy gifts for everyone on their lists. This larger-than-life spot squarely positions the brands’ buyers as gifting heroes, committed to hustling for the deals, so Marshalls consumers can gift the good stuff this season.  

Titled 'The Holiday Hustle,' Marshalls buyers embark on a journey, beyond the North Pole, in some seriously chic fashion, to discover an incredible gifting emporium. There, a world of wonder with a touch of holiday movie magic is uncovered, featuring a treasure trove of incredible fashion, home and beauty gifts, stylish holiday helpers and a breath taking 27-foot Christmas Tree crafted from designer handbags encircled by a classic toy train. The memorable ad tells the story of the buyers’ expertise in finding high-quality gifts for Marshalls stores and site - in a fun, engaging way.

"At Marshalls, our buyers always go out of their way to bring exceptional merchandise at incredible deals to consumers and holiday is no different,” says Victoria Shonkoff, vice president of Marshalls Marketing. “Our stores and site are on a quest to ensure consumers can gift the good stuff, even right up until the last minute, to make every gift-giving moment special, with quality, exciting finds at amazing values. This commercial is a testament to our dedication to curating an unforgettable shopping experience every day, and especially for the holidays."

Created in collaboration with Wieden+Kennedy London and directed by Freddie Powell from Drool, the campaign was shot in Prague. The buyers’ outerwear, a fashion spectacle in itself, was impeccably designed by costume designer Spencer Horne, known for working with celebrity style icons. The soundtrack to this holiday extravaganza is Madonna's iconic track, '4 Minutes.' 

“We watched every holiday movie we could get our hands on, in June, all in the quest to bring the story of Marshalls buyers to life with an epic ‘Christmas movie magic’ feeling. In the end, it turned out that action movies were the real inspo. It’s not very often that you get to make your very own Christmas action movie… and use Madonna as the soundtrack,” Andrew Bevan + Holly Atrill, creatives, Wieden+Kennedy London. 

'The Holiday Hustle' is a true display of Marshalls going above and beyond to secure amazing gifts, further establishing the brand as the go-to destination for high-quality, coveted holiday gifts at outstanding values. The campaign will run across various platforms, including TV, Cinema, Digital, Social, OTT, OLV, FEP, and radio in the US and Puerto Rico.

Mindshare NY and Edelman helped bring the work to life across all media, social, and earned channels. The 360° campaign will also feature paid and organic social across Meta and TikTok, video in Cinema and partnerships with Iheart Media, Buzzfeed and Bustle Digital Group, as well as in-store, site, and email content.