Macy’s Beautifully Captures the Transition From Winter Drab to Summer Chic

BBDO New York merges catchy music with seamless effects

Headshot of T.L. Stanley

Spring has sprung in the great outdoors. But what about in your closet?

Everything seems to come back to life at this time of year—flowers bloom, moods lighten, temperatures rise—and your wardrobe should follow suit, says a new Macy’s ad that (through some nifty special effects) sheds heavy winter clothes and replaces them with summery duds.

In “Spotlight,” people wrapped in wool trench coats and snow boots step out of the shadows and into floral sundresses, tank tops and sandals. It’s not only a nice piece of dark-to-light visual imagery, but it’s also perfectly accompanied by Brenton Wood’s earwormy pop classic, “The Oogum Boogum Song.”

The 60-second spot from BBDO New York uses CGI to show the sun magically transforming people’s dreary buttoned-up clothes into trendy skin-baring outfits, with the tagline: “Find summer fashion. Find the remarkable you.”

Along with the hero ad running online, two 30-second versions will air on network and cable TV through Memorial Day.

The campaign, which will also span Facebook, Instagram, Twitter and Snapchat, throws out a ray of optimism in an otherwise gloomy category expected to grow between 3.8 percent and 4.4 percent this year, according to the National Retail Federation. That compares to the 10 percent to 12 percent projected growth in online and other non-store sales.

Department stores, including Macy’s, continue to shutter their underperforming brick-and-mortar locations and try to reinvent themselves amid the shift to digital shopping. Behemoths like Amazon, in other words, may continue to rain on their parade.

But in the meantime, Macy’s is asking you to snap up a few floaty cotton frocks and Bermuda shorts—to brighten its day and yours.

CREDITS:

Agency: BBDO New York
Client: Macy’s
Title: Spotlight

Chief Creative Officer, BBDO Worldwide: David Lubars
Chief Creative Officer, BBDO New York: Greg Hahn
Executive Creative Director: Danilo Boer
Executive Creative Director: Marcos Kotlhar
Associate Creative Director: Kathryn Kvas
Senior Project Manager: Noreen Masih

Executive Producer: Dan Blaney
Associate Producer: Corie Rosenblatt
Director of Business Affairs: Bernadette Naughten
Production Services Director: Jessica Nugent
Business Affairs Manager: Nancy Espinal
Director of Music: Rani Vaz
Group Planning Director: Yin Chung
Planning Director: Liz Simons
Senior Director: Corey Cirillo
Account Director: Justin Perrelli
Account Executive: Clare Driggs

Production: The Corner Shop
Director: Peter Thwaites
Line Producer: Amy Appleton
EP: Anna Hashmi
Head of Production: Jessica Miller
DP: Greig Fraser
AD: Andrés Chenault
Art Director: Veronica Geraige

Editorial: Whitehouse Post
Editor: Russell Icke
Assistant Editor: Emma Platek
Executive Producer: Melanie Klein

Postproduction / VFX: The Mill
Creative Directors: Angus Kneale & Gavin Wellsman
VFX Shoot Supervisor: Angus Kneale & Greg Gangemi
Lead Colorist: Adam Scott
Additional Colorist: Fergus McCAll
2D Lead: Siro Valente
2D Team: Krissy Nordella, Antoine Douadi,
Dhruv Shankar, Rachel Moon
CG Lead: Ajit Menon
CG Team: Greg Gangemi, Alek Vacura,
Serguei Kalentchouk, Paul Liaw, Yimo Xu, Jackie Liao, Sewang Kim
Executive Producer: Eliana Carranza-Pitcher
Producer: Anna Borysewicz
Production Coordinator: Mia Lalanne

Music:
Artist / Song Title: Brenton Wood / The Oogum Boogum Song
Music Supervision: GEMS

Final Mix: Sonic Union
Mixer: Steve Rosen

Sound Designer: Brian Emrich


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@TLStanleyLA terry.stanley@adweek.com T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.
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