An astronaut mom connects with her family from space in Macy's holiday heart-tugger

Character from ad will also appear in retailer's Thanksgiving Day parade

Published On
Nov 05, 2018

Editor's Pick

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, directed by Martin de Thurah via Epoch, 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.

Earlier, Macy's also announced that for the holidays it would also be teaming with Facebook to highlight lesser-known e-commerce brands at its in-store concept shop, Market @ Macy's. 


Nov 05, 2018
Client :
Agency :
BBDO-New York
Worldwide Chief Creative Officer :
David Lubars
Chief Creative Officer New York :
Greg Hahn
EVP, Executive Creative Director :
Danilo Boer
EVP, Executive Creative Director :
Marcos Kotlhar
SVP, Senior Creative Director :
Tom Kraemer
SVP, Senior Creative Director :
Peter Alsante
VP, Creative Director :
Bianca Guimaraes
Senior Project Manager :
Noreen Masih
VP, Group Executive Producer :
Dan Blaney
Executive Producer :
Katie Porter
Associate Producer :
Corie Rosenblatt
Business Affairs Manager :
Nancy Espinal
SVP, Director of Music :
Rani Vaz
Music Producer :
Julia Millison
SVP, Group Planning Director :
Yin Chung
VP, Planning Director :
Liz Simons
EVP, Senior Director :
Corey Cirillo
Account Director :
Justin Perrelli
Account Executive :
Charlie Kunze
Account Executive :
Clare Driggs
Production :
Epoch Films
Director :
Martin de Thurah
Executive Producer :
Melissa Culligan
Line Producer :
Michaela Johnson
Director of Photography :
Chayse Irvin
Editorial :
Work Editorial NY
Executive Producer :
Erica Thompson
Senior Producer :
Jamie Lynn Perritt
Producer :
Chris Delarenal
Editor :
Rich Orrick
Assistant Editor :
Theo Mercado
VFX Supervisor / Lead Compositor :
Daniel Morris
VFX Supervisor :
Iwan Zwarts
VFX/CG Supervisor :
Olivier Varteressian
CG Artist :
Tuna Unalan
Executive Producer :
Charlotte Arnold
VFX Producer :
Bindy St. Leger
CG Artist :
Michael Marsek
CG Artist :
Casey Reuter
CG Artist :
Vitaliy Burov
CG FX Artist :
Rick Walia
Compositor :
Robert Bruce
Compositor :
Robert Bruce
Compositor :
Tim Reagan
Compositor :
Nick Tanner
Compositor :
Jacob Slutsky
Compositor :
Yebin Ahn
Matte Painter :
Sue Jang
Music :
Soundtree Music
Executive Producer :
Jay James
Music Title :
Composed by :
Joel Hartman
Published by :
Soundtree Music
Head of Music Production :
Luis Almau
MD/Producer :
Jay James
Final Mix :
Sonic Union
Mixer :
Steve Rosen
Sound Designer :
Brian Emrich

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