The fall brand spots are presented in sitcom-style and were debuted on September 10th
Appointment television just added a brand new star to the line-up as Macy’s gets ready to debut a series of comedic shorts highlighting its iconic brand. This September, taking a cue from an American television staple, Macy’s will debut its fall brand television spots in sitcom-style. What’s in Store?, a new retailality comedy, will debut nationally on Monday, Sept. 10 and follow the hilarious situations that befall new Macy’s Herald Square store manager, Harold, as he collides with the many stars and wacky situations that make the “World’s Largest Store” a haven for the fun and fashionable.
“With What’s in Store?, we are taking the next step in bringing the magic of Macy’s closer to audiences everywhere as we collectively share in the remarkable and hilarious everyday situations that Harold and other store employees experience at the World’s Largest Store.”
View the spot below:
“For more than 65 years, Macy’s has provided television viewers nationwide with unparalleled entertainment experiences. From the multiple Emmy-winning Macy’s Thanksgiving Day Parade and the No. 1 entertainment special on Independence Day - Macy’s 4th of July Fireworks Spectacular, to appearances on 'Project Runway,' 'Fashion Star' and more, Macy’s has been at the forefront of television entertainment and pop culture conversation,” said Martine Reardon, Macy’s chief marketing officer. “WithWhat’s in Store?, we are taking the next step in bringing the magic of Macy’s closer to audiences everywhere as we collectively share in the remarkable and hilarious everyday situations that Harold and other store employees experience at the World’s Largest Store.”
The first 'season' of What’s in Store? will unfold via a series of television spots and online content ranging in length from 15 to 60 seconds. A star-studded list of Macy’s stable of celebrity designers will make guest appearances along the way including I.N.C. spokes-model Camila Alves, Justin Bieber, Sean “Diddy” Combs, celebrity and Macy’s Culinary Council chef Marcus Samuelsson, Carlos Santana, Martha Stewart, Taylor Swift and Donald Trump. Making an extra special guest appearance in the “pilot” episode will be sitcom legend, Florence Henderson.
Developed by JWT New York in collaboration with Macy’s, What’s in Store? will begin with 'Dream', a 60-second episode that follows Harold, the affable Macy’s executive who has recently transplanted from Twin Falls, ID, to New York City, as he takes on his new job as store manager of Macy’s Herald Square. Getting a tour from retiring store manager Susan (Florence Henderson), his first day is a star-studded affair. As Harold (Matt Oberg) tours the World’s Largest Store, he begins to daydream about his new life among the many stars that inhabit its sales floors…to highly comedic effect. Subsequent television spots will highlight Harold interacting with several Macy’s celebrity designers, showcasing the store’s unusual Levi’s denim assortment to customers, and managing his new team of employees including Ted (Al Thompson), the quick-witted, self-proclaimed top salesman and Carolina (Chloe Wepper), the sardonic visual merchandiser who plays foil to Ted’s antics.
Before its national premiere on Sept. 10, What’s in Store? began building online buzz via a series of brief videos starring Justin Bieber, Sean 'Diddy' Combs, Marcus Samuelsson, Carlos Santana and Taylor Swift. The teasers are available on various Macy’s social media platforms including the retailer’s YouTube channel at youtube.com/macys. A dedicated show sitelet at macys.com/onlyonestar will feature behind-the-scenes content with the cast and all of the episodes including 'Sitcom', a 60-second spot themed to the style of a comedy show opening credits.
What’s in Store? is part of the next evolution of Macy’s 'Only One Star' brand strategy, which encompasses the company’s ability to deliver the stars of fashion, food and home to customers everywhere. Whether that interaction comes from shopping the best fashion and home brands in-store or through quick how-to mobile video tips direct from the experts, and now through episodic entertainment provided by the antics of Harold and the stars of Macy’s; Only One Star can deliver these experiences across multiple platforms.
With What’s in Store?, Macy’s once again delivers on its retail as entertainment mantra, which has seen its star shine for more than 150 years. From a starring role in the holiday classic 'Miracle on 34th Street' to its pop culture appearances in comedic fare and thrill rides including 'Seinfeld' and 'Tower Heist', Macy’s continues to be the brand where fashion, fun and entertainment collide to create magical experiences.
Agency: JWT New York
Executive Creative Director: Ben James
Creative Director: Donnell Johnson
Art Directors: Chad Baker, Raihana Halim
Copywriters: Justine Cotter, Justin Chen
Planner: Jonathan Fletcher
Head of Production: Sergio Lopez
Executive Producer: Robin Feldman
Senior Producers: Holly Otto, Andrea Curtin
Associate Producer: Loretta Rae
Director of Music: Paul Greco
Account Team: Claire Capeci (Business Director), James Cuff (Account Director), Kate Reaves (Account Manager)
Chief Creative Officer, North America: Jeff Benjamin
Co-Chief Creative Officers, New York: Matt MacDonald, Ryan Kutscher
Client Team: Joe Feczko, SVP Innovation, Integration & Broadcast, Macy’s and Betsy Spence, VP Marketing Integration, Macy’s
Director: Hank Perlman
Production Company: Hungry Man
Editing House: Cut + Run
Music House: Amber Music for “Dream”
Publisher & Master for “Sitcom”:60 (Song – “Sh-Boom”): Warner/Chappell