Macy’s kicks off the start of the Christmas season with a heartbreaking and empowering story, which comes from the festive workshop of BBDO New York. It’s all about making a little girl’s dream come true. Starring The Florida Project’s Brooklyn Prince as Virginia and directed by the Oscar®-nominated Garth Davis, the holiday campaign reminds everyone, both young and old, that anything is possible if you believe in it.

For this season, the American department store chain has decided to celebrate the spirit of giving with an unusual switch of traditional roles and introduced the “Santa Girl.” This bold story follows the struggles of a little girl, Virginia. After watching Santa in Macy’s Thanksgiving Day Parade® on TV, she learns exactly what it takes to spread joy in the world. Because Virginia has a big heart, she wants to do the same as the ‘white-bearded fella’. Except there’s one thing standing in her way: Sadly, she’s a girl.

Still, being a girl shouldn’t normally be a problem. Unfortunately for Virginia, her schoolmates start to make fun of Virginia when she tells them that she wants to be next Santa Claus. “You can’t be Santa! You are a girl!” they belittle her. Now, this doesn’t stop our brave protagonist from fulfilling her dream. Luckily, she’s not alone, because she gets a little help from her own little helpers. Well, they’re not so little anymore…

To make their daughter’s dreams come true, her parents decide it’s time to show Virginia the real wonders of the holidays. During Christmas Eve, the little girl awakens to find the family ‘sleigh’ all wrapped up in Christmas lights. Moreover, it’s loaded with gifts from Macy’s. Stronger than ever, she embarks on her journey with her own list of those who have been naughty and starts giving gifts to her neighbors. And, well, to a couple of surprised classmates too.

“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,” shares 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 like the gift authority and Believe as the emotional epicenter of the holidays.”

Produced by Macy’s in collaboration with the New-York-based agency, Macy’s creative agency partner, the 30-second anthemic spot will run across TV, online video, and social. Among people who worked on the powerful story are Emmy®-winning cinematographer Adam Arkapaw (“True Detective”) and Oscar®-nominated, Emmy®-winning composer Dustin O’Halloran (“Lion”). With an ensemble like this, we’ve sure gotten a great start to the festive season… Don’t you agree?


Client: Macy’s

Agency: BBDO New York

Worldwide Chief Creative Officer: David Lubar

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: RESET Content

Director: Garth Davis

Executive Producer: Megan Moore

Director of Production: Dave Morrison

Line Producer: Matt MacLennan

DP: Adam Arkapaw

Editorial: WORK Editorial

Executive Producer: Erica Thompson

Producer: Chris Delarenal

Editor: Neil Smith

Assistant Editor: Audrey Weiner