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.