'Wrong' Gifts are Perfect Gifts in Macy's Latest Holiday Ads

TV Spots Follow Retailer's Emotive 'Lighthouse' Film

By Alexandra Jardine. Published on Nov 30, 2017

Editor's Pick

Macy's is following up its poignant holiday anthem film, Lighthouse, with three more TV spots in which the perfect present turns out to be something that, on the face of it, seems "wrong."

The new spots, via BBDO New York, depict situations in which the giver picks the gift for a less-than-obvious reason. For example, in the ad seen here, a little girl picks a bottle of scent for her mom. "You do know it's for a man," says the store employee, but that doesn't deter her. Turns out it's to remind her mom of dad, who's working away from home.

Another ad shows a smart mother who realizes her son needs a reason to go back to the store and exchange his wrong-sized gift with the retail assistant he likes, while a third sees a husband present his wife an unexpected jewelry surprise, just as she's starting to look incredulous at all the time he's spending on the holiday lights for the house. (Watch out for the glimpse of Macy's holiday entertainment fare in this one.)

Sean Meehan at Arts & Sciences directed the ads, which are running on TV and online.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now



Nov 30, 2017
BBDO New York
Chief Creative Officer, Worldwide:
David Lubars
Chief Creative Officer, New York:
Greg Hahn
Executive Creative Director:
Danilo Boer
Executive Creative Director:
Marcos Kotlhar
Senior Creative Director:
Matt Brink
Senior Creative Director:
Adam Livesey
Executive Producer:
Diane Hill
Meredith Pariano
Business Affairs Manager:
Nancy Espinal
Director of Music:
Rani Vaz
Group Planning Director:
Lindsey Gonnella
Planning Director:
Jennifer Hunley
Communications Planning Director:
Nicole Landesman
Communications Planner:
Julie Naidu
Senior Account Director:
Corey Cirillo
Account Director:
Lauren Munilla
Account Manager:
Justin Perrelli
Account Executive:
Charlie Kunze
Assistant Account Executive:
Maddy Bell
Arts & Sciences
Sean Meehan
Managing Partner, EP:
Marc Marrie
Partner, Managing Director:
Mal Ward
Head of Production:
Christa Skotland
Sam McGarry
Ben Jordan
Assistant Editor:
Micah Chase
Executive Producer:
Erica Thompson
Post Production / EFX:
Charlotte Arnold
Barking Owl Sound
Executive Producer:
Kelly Bayett
KC Dossett
Sound Mixing:
Sound Lounge
Tom Jucarone

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.