Creativity

Macy's: Another Miracle on 34th Street

Kris Kringle visits Macy's.

Published on Nov 08, 2012

Editor's Pick

The original Kris Kringle from 1947's "Miracle on 34th Street" is a hapless new Macy's employee, in the retailer's Christmas campaign out of JWT New York. Focusing on the same theme of "Believe" that has informed so much of the company's holiday campaign, the commercial splices the original film and places Kris Kringle -- played by Edmund Gwenn in the classic movie -- into modern-day live action scenes, where he interacts with celebrities like Justin Bieber and Taylor Swift, and faux-celebs like Donald Trump.

The commercial, directed by Hank Perlman with effects by postproduction house Framestone, will air starting Thursday, and marks the 5th anniversary celebration of Macy's "Believe" campaign.

As part of the campaign, Macy's also asks you to drop-off your letters to Santa at the stores. For each letter received, it will donate $1 to the Make-A-Wish Foundation, up to $1 million.

While keeping Kris Kringle in black-and-white lends an interesting twist to the commercial, we've seen the editing technique before, most notably in Christian Dior's "J'Adore" spot.

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About

Credits

Date
Nov 08, 2012
Agency:
JWT New York
CD:
Craig Love
Client:
Macy's
CD:
Shayne Millington
CCO:
Jeff Benjamin
CCO:
Matt MacDonald
CCO:
Ryan Kutscher
Chief Strategic Officer:
Robin Bardolia
EP:
Robin Feldman
Senior Producer:
Andrea Curtin
Producer:
Loretta Rae
Director of Music:
Paul Greco
Director:
Hank Perlman
Prod. Co.:
Hungry Man
Post:
Framestore
Editing House:
Cut & Run
Music House:
Wojahn Bros. Music

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