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The Miracle Continues...

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New Macy's holiday commercial brings back original Kris Kringle

The Miracle Continues...

 

This season Macy’s is celebrating its storied holiday heritage with a new television campaign that uses modern-day technology to bring the one-and-only Kris Kringle, from Twentieth Century Fox’s Miracle on 34th Street, back to his home at Macy’s Herald Square. Set to inspire a new generation of “Believers” with the spirit of generosity and goodwill for all, Macy’s “Another Miracle on 34th Street” is the retailer’s star-studded take on Kringle’s return to a 21st century Macy’s, following Santa Claus as he interacts with Macy’s latest cast of star designers and imparts the true meaning of the holiday season. A beloved classic since its debut in 1947, Miracle on 34th Street has through the years cemented Macy’s unique relationship with Santa Claus in the hearts and minds of generations. “Another Miracle on 34th Street” will debut on November 8.
 
 
“Miracle on 34th Street has been a defining moment in Macy’s storied history since the film first delighted audiences in 1947,” said Martine Reardon, Macy’s chief marketing officer. “For decades, we have cherished and embraced the legacy of this wonderful film which along with our incredible Thanksgiving Day Parade has truly helped define the holiday season. Thanks to our special partnership with Twentieth Century Fox, we are able to bring the magic of Miracle to new audiences, in a unique, funny and heartwarming spot that will have millions more believing in the spirit of the season.”
 
“Miracle on 34th Street is one of the most treasured assets in the Fox film library and a staple of the holiday season.  We are honored to partner with Macy’s on this campaign to reintroduce this beloved classic to fans and possibly introduce it to a new generation of ‘Believers’ this holiday season,” said Jeffrey Godsick, president of Twentieth Century Fox Consumer Products.
 
Using cutting edge editing and green screen technology, Macy’s in partnership with JWT New York, Twentieth Century Fox Film Corporation and special effects house Framestore (known for their work on several Harry Potter films), selected elements of Edmund Gwenn’s 1947 performance as Kris Kringle to digitally add to the live action scenes. Seamlessly interacting with the star designers, Kringle’s return to Macy’s is often funny and heartwarming, proving that the miracle is still alive and well, even in the fast hustle and bustle of modern day New York City.
 
Continuing with Macy’s fall sitcom-themed TV concept, “Another Miracle on 34th Street” features new Macy’s Herald Square store manager Harold, as well as star designers including Justin Bieber, Tommy Hilfiger, Marcus Samuelsson, Carlos Santana, Martha Stewart, Taylor Swift, and Donald Trump. Taking place on his first day back at Macy’s Herald Square, Kringle is greeted by an amused Harold and Martha Stewart. In a hurry to see Mr. Macy, Kringle is seemingly unaware of his modern day surroundings. After his introduction to the incredulous staff, Kringle once again finds himself in familiar territory as the stars seek proof that he is indeed the real Santa Claus, especially the skeptical Donald Trump. Proving his credentials as the real jolly old elf, the tide soon changes as the stars try to secure their place on the nice list with Justin Bieber leading the way. 
 
“Another Miracle on 34th Street” begins to air nationwide in both a 60-second spot and a 30-second cut. Miracle is part of the retailer’s fifth anniversary celebration of the “Believe” campaign, which brings tidings of joy and goodwill to customers nationwide and lends support to Make-A-Wish. Beginning November 2nd, Macy’s once again invites believers of all ages to drop-off their letters to Santa at their local Macy’s, and for each letter received, Macy’s will donate $1 to Make-A-Wish, up to $1 million. 
 
Since the late 1800s, Santa Claus has been a fixture at Macy’s, helping generations of children experience the magic and generosity of the holiday season. With “Another Miracle on 34th Street,” a new generation will warm to the man of the hour, Kris Kringle, as he takes us on another journey that will make us all “Believe.” 
 
Creative Directors: Craig Love, Shayne Millington 
Chief Creative Officer, North America: Jeff Benjamin
Co-Chief Creative Officers, New York: Matt MacDonald & Ryan Kutscher
Chief Strategic Officer, North America: Robin Bardolia
Executive Producer: Robin Feldman
Senior Producer: Andrea Curtin
Producer: Loretta Rae
Director of Music: Paul Greco
Project Manager: Lindsey Allen 
Account Team: Claire Capeci, James Cuff, Kate Reaves
Client Team: Joe Feczko, Senior Vice President Innovation, Integration and Broadcast & Betsy Spence, Vice President, Marketing Integration 
Director: Hank Perlman
Production Company: Hungry Man
Post-Production: Framestore
Editing House: Cut & Run
Music House: Wojahn Bros. Music

 

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lbbonline.com, Thu, 08 Nov 2012 15:46:33 GMT