Macy's is going after your heartstrings again this holiday season with another emotional campaign. This weekend, the retailer is unveiling "Space Station," a 60-second spot that showcases a woman in space and the family on Earth that misses her. In the spot, the astronaut has a companion in Sunny, a wrapped snowman from her daughter, which she finally unwraps to reveal a snow globe. The present's packing then creates a surprise snowfall within the weightless shuttle. Text reading, "Believe in the wonder of giving" ends the spot.
In addition to his role in the anthem spot, Sunny will also be a float in the Thanksgiving Day Parade and be sold as a plush toy at some of Macy's flagship locations, a strategy that has worked well for the department store chain with previous limited-edition holiday offerings, such as Garfield and Snoopy.
Last year, Macy's also went the emotional route with a lengthy spot about a child and a lighthouse. The marketer worked with agency-of-record BBDO on both. The spot will run on TV and on social channels.
This year has marked a departure from poignant holiday advertising from major chains as many tout more promotional, product-driven content. While Kohl's will begin airing a cinemaesque, Western-style spot this weekend, the retailer is also running promo-driven ads as well. Target will have several holiday-themed spots but will not venture into tears territory. Even Macy's will concurrently be running four 30-second spots focused on the key gifting categories of fragrance, jewelry and fashion.
In 2017, Macy's spent $123 million on measured media in the U.S. in November and December, according to Kantar Media.