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Don’t look for jolly Santa Clauses, industrious elves or high-flying reindeer in Macy’s holiday advertising this year.
Three new 30-second seasonal spots from the retailer forgo clichéd Christmas trappings in favor of more realistic emotional appeals. Created by BBDO New York, the ads match the muted tone of “Lighthouse,” the chain’s two-minute yuletide anthem that launched a few weeks ago, and similarly tell stories of people brought together by “the perfect gift.”
This first ad echoes the yearning, nautical themes of “Lighthouse,” presenting a young girl who sniffs out the ideal present for Mom while Dad is far away from home on Christmas:
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