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?
Credits:
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