Macy's Emotional Holiday Ad Tears a Page Out of the U.K. Retailer Playbook

Let there be light

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

It’s time for Macy’s entry into the holiday advertising arms race: “Lighthouse | The Perfect Gift Brings People Together,” its inaugural work from BBDO New York.

The ad recounts the story of a boy named Max and a girl named Lily, who lives in a lighthouse and recently lost her mother. The slow arrival of the holidays in their sleepy cliffside town draws Lily’s melancholy out like a beacon, which compassionate Max feels drawn to.

In the end, it’s the perfect gift—or rather, the clever use of it—that brings the pair together.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in