The term “main character energy” has become a mainstay of internet slang—particularly on social media platforms such as TikTok, where it’s used to describe the concept of romanticizing life and embracing self-love and confidence. Now, Macy’s is leaning into the viral “main character” trend for its latest campaign, encouraging Millennial and Gen Z shoppers to find outfits that make them feel like the protagonists of their own lives. 

The department store chain teamed up with Sarah Bahbah—a photographer and director known on Instagram for her dreamy creative direction—and agency BBDO New York to bring the social media concept to the TV screen. Bahbah directed the 30-second commercial at the center of the campaign, which focuses on several women whose “main character energy” transforms mundane, day-to-day situations into whimsical and brightly-colored scenes.

#MainCharacter

“This campaign is a celebration of women and their style as an extension of them,” said Abigail James, senior VP of brand activation at Macy’s, in an email. “Each scene is basking in the confidence and empowerment from our characters that comes from owning their style. Whether they're in a traffic jam, at the corner shop or the DMV, they transcend the ordinary to make it something extra—their own main character moment.”

The concept of being the “main character” of one’s own life first emerged on TikTok in 2020, a few months into the COVID-19 pandemic, when creators such as Ashley Ward started using the term to encourage people to appreciate “the little things that make [life] so beautiful” and prioritize things that bring them joy and confidence. “Main character” has since become a staple in TikTok users’ vocabulary. The hashtag #MainCharacter has amassed more than 8 billion views, and variations such as #MainCharacterEnergy and #MainCharacterSyndrome each have hundreds of thousands to millions of additional views.

The campaign comes as TikTok's future remains uncertain—it may face a ban in the U.S. if its Chinese owners don’t sell their stakes.

Also read: TikTok Series could limit creator and brand reach

Earlier this week, Macy's posted behind-the-scenes footage of the creation of the TV spot on both its TikTok and Instagram accounts. And in the coming days, Macy’s plans to kick off a TikTok push inviting both consumers and its “Style Crew” brand ambassadors to “show off their own main character moments” with audio tracks created by BBDO New York, said Chesney Jensen, art director at the agency, in an email.

Tapping into a TikTok trend—and partnering with Bahbah, a Millennial creator, to help the brand do so—is largely “unexplored territory” for Macy’s, and reflects the brand’s aim of becoming more relevant among the younger female consumers who represent the “next generation of Macy’s customers,” said Kristin Clark, creative director at BBDO New York.

Macy’s has historically struggled to reach this demographic of young female consumers, especially when it comes to marketing clothing.

At the same time, the campaign is a continuation of Macy’s existing “Own Your Style” brand platform, which seeks to celebrate consumers across a range of ages, body types and styles, James said. 

“We’ve all experienced that moment when you catch a glimpse of yourself in a reflection, or the perfect song comes on and you instantly feel something special. You become the star,” Clark said. “We want everyone that sees this campaign to embrace that feeling.”