• Adweek, Thursday, September 7, 2006 12:15 PM

As 400 Federated Department Stores convert to the Macy's name, giving the venerable department store a national footprint, it is rolling out a new campaign featuring a re-creation of the Martha Reeves and the Vandellas hit "Dancing in the Streets." The spots depict young, multicultural, Macy's-clad consumers dancing through their daily lives against a backdrop of city skylines (including New York, St. Louis, Chicago and Los Angeles). Macy's signature red color scheme and the star on its bag are prominently featured. "Now wherever you are, there's a Macy's near you," a voiceover says. The company's familiar tagline, "Where to shop," remains. Spending for the latest campaign was not disclosed. The company spent nearly $550 million on all U.S. advertising last year, according to TNS Media Intelligence. Roughly $85 million was spent on TV, with the lion's share of the budget backing newspaper promotions.

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