Macy's has some spring in its step this season as it pushes out a new TV campaign and tests a digital initiative on Instagram. This week, the department store chain debuted "Find the Remarkable You," with a 90-second commercial that touches on female empowerment and self-improvement. In addition, Macy's is hosting a "Live Share" video with style tips on Instagram Wednesday evening with fashion influencer Wendy Nguyen of Wendy's Look Book.
In the new TV spot called "The Chase," which is set to Blondie's hit "One Way Or Another," six women separately view better-dressed versions of themselves doing better things, like running a fashion business, riding a motorcycle or enjoying a leisurely lunch. At the end of the spot, one woman sees in a mirror that she is actually her doppleganger. As with Macy's long-form holiday spot, the brand's logo and name does not appear on screen until the final moments of the commercial, leaving viewers wondering throughout the video about the identity of the advertiser.
The spot was created with BBDO, which Macy's named its creative agency-of-record last year. Nicolai Fuglsig directed via MJZ. BBDO's first work for the retailer was its emotional holiday commercial.
Read more about the campaign over at AdAge.com.