This season Macy’s is celebrating its holiday heritage with a new television campaign via JWT New York that uses modern-day technology to bring Kris Kringle, from Twentieth Century Fox’s “Miracle on 34th Street,” back to his home at Macy’s Herald Square. “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. Macy’s spokesperson Orlando Veras tells RBR-TVBR the campaign launches 11/8 in primetime and will be seen nationally “on all general market broadcast networks (ABC, NBC, CBS, FOX, etc). In terms of shows, it will run on various top level programming in the morning, daytime and primetime.”
The spot airs in both a 60-second spot and a 30-second cut.
Using cutting-edge editing and green screen technology, Macy’s in partnership with JWT, 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 NYC.
Continuing with Macy’s fall sitcom-themed TV concept, the effort 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.