Macy's Kicks Off the Holiday Season with a Charming Little Space Story

Consumption knows no gravity

Halloween is barely over, Thanksgiving's still on the way, and we've already got a holiday spot on the docket.

Macy's kicks off the season's campaigning with "Space Station." Don't expect any Wu-Tang shenanigans here: Created by BBDO New York, it's a warm story of an astronaut and her daughter Mia, who's given her a papier-mâché snowman called Sunny to keep her company in space's endless night.

Because it's not easy to take time off in the middle of a zero-gravity mission, the astronaut admits she probably isn't going to make it back in time to open presents with the family. And while Mia's sorry about that, she's already prepared a contingency plan.

Macy's | Believe in the wonder of giving

Sunny is more than just a comforting reminder of home. On Christmas Day, its back opens to reveal the gift of a snowglobe encased in styrofoam, which consequently goes flying around the space station. 

Astronauts, watch your gears! Our worst fear was that this would turn out in life-ending mayhem, like that scene in Gravity. There's a reason Scrabble pieces are Velcroed!

But this is a holiday spot for a department store, and nothing bad happens ever in that snowglobe. So it goes here: The styrofoam serves only to bring the spirit of Christmas aboard. It ends with the astronaut floating in wonder amid flaky white, encased in a globe of her own. 

"Believe in the wonder of giving," Macy's concludes.

The spot—frankly a nice way to kick off the next few months—will run on TV and in social. 

Macy's Holiday Anthem 2018 – Space Station

BBDO Creative Credits
Worldwide Chief Creative Officer: David Lubars
Chief Creative Officer New York: Greg Hahn
EVP, Executive Creative Director: Danilo Boer
EVP, Executive Creative Director: Marcos Kotlhar
SVP, Senior Creative Director: Tom Kraemer
SVP, Senior Creative Director: Peter Alsante
VP, Creative Director: Bianca Guimaraes
Senior Project Manager: Noreen Masih
VP, Group Executive Producer: Dan Blaney
Executive Producer: Katie Porter
Associate Producer: Corie Rosenblatt
Business Affairs Manager: Nancy Espinal
SVP, Director of Music: Rani Vaz
Music Producer: Julia Millison
SVP, Group Planning Director: Yin Chung 
VP, Planning Director: Liz Simons
EVP, Senior Director: Corey Cirillo
Account Director: Justin Perrelli
Account Executive: Charlie Kunze
Account Executive: Clare Driggs

Production: Epoch Films
Director: Martin De Thurah
EP: Melissa Culligan
Line Producer: Michaela Johnson 
DP: Chayse Irvin

Editorial: Work Editorial
Executive Producer: Erica Thompson
Sr Producer: Jamie Lynn Perritt
Producer: Chris Delarenal
Editor: Rich Orrick
Assistant Editor: Theo Mercado

VFX: Blacksmith
VFX Supervisor / Lead Compositor: Daniel Morris
VFX Supervisor: Iwan Zwarts
VFX/CG Supervisor: Olivier Varteressian
Executive Producer: Charlotte Arnold
VFX Producer: Bindy St. Leger
CG Artist: Tuna Unalan, Michael Marsek, Casey Reuter, Vitaliy Burov
CG FX Artist: Rick Walia
Compositors: Robert Bruce, Tim Reagan, Nick Tanner, Jacob Slutsky, Yebin Ahn
Matte Painter: Sue Jang

Music: Soundtree Music
Executive Producer: Jay James
Music title: HOME
Composed by Joel Hartman for Soundtree Music 
Published by Soundtree Music Publishing
Head of Music Production: Luis Almau
MD/Producer: Jay James

Final Mix: Sonic Union
Mixer: Steve Rosen
Sound Designer: Brian Emrich 

Angela Natividad
Angela Natividad is the European markets editor at Muse by Clio. She also writes about gaming and fashion, and whatever else she's interested in, really. She's based in Paris and North Italy, so if you're local, say hi. She might eat all your food.

Advertise With Us

Featured Clio Award Winner



The best in creativity delivered to your inbox every morning.