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Magic will work at Macy's this fall

08
Sep '10
This fall, Macy's takes magic to a whole new level with the launch of its "Find Your Magic" campaign. Harnessing the power of the magical Macy's brand, the effort aims to dazzle and delight customers and the general public.

From incredible fashion and value to world-famous events, the magic of Macy's has been enchanting the world for more than 150 years. With a new iconic television spot, magic in-store elements, and an engaging online destination, Macy's will create a sense of fantasy with fresh and fun experiences for customers everyday.

"With more than 150 years of magic-making experience, Macy's is the place where everything comes together for our customers in fun and entertaining ways," said Martine Reardon, executive vice president of Marketing for Macy's. "Our brand promises a magical experience everyday, whether that is the excitement of finding the perfect shoe or seeing a giant character balloon take flight on Thanksgiving Day, the magic of Macy's is evident in acts both big and small."

Pulling back the curtain to reveal the magic backstage, Macy's newest and most ambitious commercial yet, will give viewers a preview of the incredible spectacle behind Macy's everyday magical promise. From the best brands to renowned events, behind the door marked "employees only" is where the magic begins.

Appropriately titled "Backstage," the spot will take viewers on a journey through a bustling world where designers and staff prep assortments, add their unique touches to Macy's most famous events, and of course, deal with unexpected situations that make everyday at Macy's an extraordinary experience.

Starting with a simple request by a customer for the perfect shoe, we follow our associate through the stock room door that leads to the magic behind the star. As he tackles the maze, we encounter Macy's stable of celebrity designers, including Sean "Diddy" Combs, Tommy Hilfiger, Jennifer Lopez, Rachel Roy, Jessica Simpson, Martha Stewart and Donald Trump, as they avoid or, in one special case, create mayhem while they ready their exclusive products for the Macy's selling floor.

The stars intermingle with the rest of the staff who are busy stocking, rehearsing or fine-tuning elements of beloved traditions, including Macy's Thanksgiving Day Parade, Macy's 4th of July Fireworks and Macy's Flower Show. It takes a village of magic-makers to create the experiences that have made Macy's the star attraction for more than 150 years, but at the end of the day, the customer is at the center of everything.

Helmed by Augustus Punch, the consortium which consists of director Michael Gracey and his team, Diesel Schwarze and Alexandra Bolton, the spot also features cameos by the Radio City Rockettes, an animated Virginia O'Hanlon from Yes, Virginia, and the one and only Santa Claus. Created in collaboration with JWT New York and Macy's Marketing, 60 and 30-second versions of the spot will begin to air ingeneral market media on September 12th.


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