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Last month in our Brogan :60 Impact we discussed the launch of Gap’s new ad campaign featuring 12 celebrities enlisted to help save it’s struggling sales. In that same article, we mentioned Macy’s taking a similar approach to increase it’s lagging sales. Now with the release of both campaigns, I have to say I think someone finally got the use of celebrity’s right, that someone is Macy’s.

I caught the :60 version (below) of the spot during a commercial break of my series premiere marathon this past weekend and it actually made me stop and rewind my DVR. I sat and watched it as if it was a series premiere itself and at the end my fiancé and I said at the same time, “that was really good.”

Check it out for yourself then come back and we’ll chat about what makes it “really good.”

So, what makes this so much better than Gap’s (current and past) execution? Well, Macy’s takes a different approach. It brings the brands to life by showing celebrities highlighting and essentially selling their own products. While Gap tries to convince us that the likes of Sarah Jessica Parker and Missy Elliot actually shop and wear Gap clothes on a regular basis.

Remember the JC Penny It’s All Inside Campaign? They almost had it but, not quite. Macy’s takes it to another level, by showcasing the brands (and the personalities behind them) instead of the traditional retail method of simply displaying a mainstream outfit here or a decent pair of shoes there. The spots are focused on the brands and quality of product that Macy’s carries. They are beginning to create a personal relationship with the customers and the brands. Isn’t that what it’s all about anyway, the emotional connection a customer has to a product or service?

Now, will this result in increased sales for Macy’s? I think this will depend on if they continue this customer experience into the stores and through the end of a sale. But, what I do know is with this great creative strategy and solid execution they are definitely in an excellent position for the upcoming holiday season.

I’d love to hear your thoughts on the spot. Love it? Hate it? Leave a comment.

Check out the other spots in the campaign here.

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