• The Cincinnati Enquirer, Thursday, March 20, 2008 11:46 AM

Singer/songwriter Mariah Carey will be pitching her fragrance line "M by Mariah Carey," while rock legend Carlos Santana touts his women's shoe line "Carlos by Carlos Santana," in Macy's spring 2008 advertising campaign. The TV ads launch with a Spanish version on Sunday with English versions to follow during primetime Monday.

"We see this as the DNA of our brand," says Martine Reardon, executive vice president of Macy's corporate marketing, who adds that Hispanics are an important part of the retailer's diverse consumer base.

Carey and Santana join celebrities such as Donald Trump, Martha Stewart and Gabriel Aubry in Macy's stable. One ad shows Aubry, a Calvin Klein model, reporting for his first day on the job. He strolls past and speaks to a flirtatious Martha Stewart, passes through the Macy's I.N.C. area, runs into Mariah Carey at the perfume counter, speaks to Donald Trump and then shows up at the Calvin Klein clothing rack. Barry Levinson, who won an Academy Award for best director in 1988 for the movie "Rain Man," is directing the spots.

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