Macy’s recently released its new holiday campaign which is called Santa Girl. With the campaign, Macy’s is putting a modern twist to the usual Christmas ads. In the spot, we meet a girl named Virginia (which is taken from the often-repeated 1897 editorial from the New York Sun that spawned the phrase ‘Yes Virginia, there is a Santa Claus’) who really wants to become Santa Claus. Virginia is played by The Florida Project’s Brooklyn Prince.
About Macy’s Santa Girl Ad
In the Santa Girl ad, we see Virginia decide she wants to be Santa Claus after she sees Santa in a Macy’s Thanksgiving Day Parade. She tries her very best to become the best Santa, she even stuffs her sweaters to build out her Santa body. But unfortunately, not everyone is in support of her dream. She is ridiculed at school for wanting to be Santa and for dressing as Santa. Her parents decide to cheer her up and lift her spirits by turning their pickup truck into a lighted sleigh. Virginia and her parents go around in her modern sleigh to deliver toys around the town. In true Christmas spirit, she delivers toys to the people who ridiculed her.
Macy’s Santa girl was made to remind everyone, both young and old that anything is possible if you believe. The spot was created with creative agency BBDO New York and directed by the Oscar-nominated Garth Davis. Emmy-winning cinematographer Adam Arkapaw (True Detective) and Oscar-nominated, Emmy-winning composer Dustin O’Halloran (Lion) also contributed to the ad. Macy will air the ad across television, online video and social, along with robust supportive content, including an extended two-minute.
Asides the spot, this year’s iconic Macy’s Herald Square holiday windows on Broadway titled ‘Believe in the Wonder’ are inspired by Santa Girl. The theme is brought to life by combining modern technological and interactive elements with old school artistry.
Macy Speaks on Its Holiday Ad
Rich Lennox, Macy’s chief marketing officer spoke about the campaign. He talked about how the brand knows the power of celebration, bringing friends and family of all generations together, whether shopping in their stores or enjoying their iconic events. Lennox stated that the Santa girl ad is one of the most powerful campaigns to date. He talked about how campaign brings to life the magic and wonder of the season, while further positioning Macy’s like the gift authority and Believe as the emotional epicentre of the holidays.