While the setting for Macy’s sweet new holiday ad may be in outer space, the retailer is integrating its snow-globe theme in digital experiences here on earth, hoping to capture more sales from holiday shoppers.
“Space Station” tells the story of an astronaut missing out on Christmas at home with her family as she completes her orbit. Sunny, a cardboard box character built by her young daughter, is along for the ride, and on Christmas, astronaut mom discovers Sunny contains her daughter’s gift, a snow globe. Echoing Macy’s long-running "Believe" theme, it asks the family to “believe in the wonder of giving.”
Macy’s says the 60-second spot, created by BBDO New York, is scheduled to run on broadcast TV and social platforms, and that Sunny the Snowpal will also get a spot in this year’s Macy’s Thanksgiving Day Parade, as well as in Macy’s Herald Square holiday windows.
(Other new balloons this year include Goku, the main character of the “Dragon Ball” anime film and TV series; “Go Bowling” balloonicles, featuring pins and a bowling ball; and the dinosaur on Sinclair Oil’s logo, Baby Dino.) And a Sunny plush toy is also on sale.
Macy’s is continuing the snow-globe theme on Pinterest, where, after Thanksgiving, 360 Globe will aim to replicate the sense of being inside the snow globe from the commercial, filled with gifts and holiday decor. Once inside, users can pan around for gifting inspiration and shop for items inside the scene.
Additional ad plans call for four 30-second spots focusing on fragrance, jewelry and fashion, with two spots launching on Nov. 18.
Other digital initiatives include Instagram Carousels, which are instant gift guides steering users to gift ideas based on simple questions.
And the retailer’s previously announced partnership with Facebook, offered in select stores, will help customers explore 100 e-commerce brands and experiences through the Market @ Macy’s, a marketplace in select stores across the country.