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Oscar-winning director Barry Levinson (Rain Man), and Oscar-winning cinematographer Bob Richardson (The Aviator, JFK). The campaign -
created in collaboration with JWT New York - will launch during the
telecast of the 59th Primetime Emmy Awards airing Sunday, Sept. 16
(8:00-11:00 ET Live/ PT tape delayed) on FOX, of which Macy's is an
official broadcast sponsor.
created in collaboration with JWT New York - will launch during the telecast of the 59th Primetime Emmy Awards airing Sunday, Sept. 16 (8:00-11:00 ET Live/ PT tape delayed) on FOX, of which Macy's is an official broadcast sponsor.
Featuring star designers and celebrities in a typical Macy's store readying their respective "departments" for business, the brand spots include designers Sean (Diddy) Combs, Jessica Simpson, Martha Stewart, Usher, Donald Trump, Kenneth Cole, Marc Ecko, Kimora Lee Simmons, Russell Simmons, Tommy Hilfiger, Emeril Lagasse, Tyler Florence, and others
A 90-second spot will break the campaign during the first hour of the Primetime Emmys and will air several times throughout the telecast. Sixty- and 30-second brand spots will also run throughout the fall season. The spots will be available for viewing on macys.com/star beginning on September 19.
"Macy's new brand campaign pairs one of the largest celebrity ensemble casts ever in a TV ad with the incredible filmmaking talent of Barry Levinson and Bob Richardson," said Peter Sachse, president of Macy's Corporate Marketing. "With clever storytelling that puts iconic
faces and personalities to the assorted collection of brands housed under our one big roof, the campaign unquestionably reinforces Macy's epic heritage and relevance to our customer."
Also under the same campaign umbrella are two spots featuring Martha Stewart to promote the Sept. 10 launch of the Martha Stewart Collection(TM) at Macy's stores, on macys.com and for Macy's wedding gift registries. The Collection, an assortment of home goods including
bedding, bath, cookware and kitchen accessories, casual dinnerware, special occasion merchandise and holiday trim, is the largest brand rollout in Macy's history. In addition to the advertising, Macy's pulled out all the stops for Martha's move-in including Martha Stewart
Collection windows and awnings wrapping the entire Herald Square store in New York City and a shopping spree for guests of the season premiere of the nationally-syndicated television series The Martha Stewart Show on Sept. 10.
Among the distinguished contributors to the new Macy's advertisingcampaign is Oscar-winning director Barry Levinson. Levinson 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. This is Levinson's first time directing a national television commercial campaign.
In addition to Levinson, Bob Richardson - the campaign's cinematographer - is a two-time Academy Award winner for The Aviator and JFK. His portfolio also includes The Good Shepherd, Kill Bill, Natural Born Killers and A Few Good Men, among many others.
"The brand advertising you will see from Macy's this fall embraces the personality of our brand and focuses on our differentiation from competitors," Sachse added. "Unlike celebrity endorsement advertising, the beauty of the Macy's campaign is that the icons featured are all
participating as genuine representatives of their brands which are carried in our stores. It's a story and status that virtually no other retailer today can claim."
The Macy's brand campaign spots will be prominently featured throughout fall season premieres of highly rated shows. It will run in coordination with Macy's advertising featuring One Day Sales and other 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, including the broadcast sponsorship of the 59th Primetime Emmy Awards, in collaboration with Macy's Corporate Marketing.
About Macy's
Macy's, the largest retail brand of Macy's, Inc. (NYSE:M), 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.
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