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

Let there be light

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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.

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