Macy’s had lost it’s magic. (Perhaps it was the One Day Sale that seemed to be every other day.) So we decided to bring the magic back. Bring on the celebrities, a primetime animated holiday special, and a proper magic-making manual.
YES VIRGINIA
Macy’s was known for creating things that live in popular culture, like the Thanksgiving Day Parade, the Macy’s 4th of July Fireworks show and Miracle on 34th Street. So we decided it was time to do it again, with a 30-minute animated special called Yes Virginia. It was part of our Believe campaign, and included holiday ornaments, store windows, an in-store letter-writing station with a mailbox that went directly to Santa, and even a balloon in the parade.
The show ran for years in primetime on CBS and won it’s time slot most years. Feel free to watch the whole show here.
BACKSTAGE
A wholesome, fun commercial staring a couple people who did serious jail time, a US President getting coffee from an elf, a few clowns, some giant balloons, J.Lo, Jessica Simpson, and a couple of famous designers and you have some magic. And a lot of behind the scenes stories.
EMPLOYEE MANUAL
The campaign was about the Magic of Macy’s, but when we asked to see their employee training manual, they showed us a dusty 3 ring binder. So we decided to write the book on magic. Over 100,000 have been printed, and it might just be the only employee manual for sale on ebay.