marketing-promotion
marketing-promotion

Macy's Campaign Packs Celeb Punch

Macy's spring TV campaign launches Sunday featuring Mariah Carey, Carlos Santana and Gabriel Aubry in the celebrity cast, along with the feuding Martha Stewart and Donald Trump.

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NEW YORK — Macy's spring TV campaign launches Sunday featuring Mariah Carey, Carlos Santana and Gabriel Aubry in the celebrity cast, along with the feuding Martha Stewart and Donald Trump.

Highlighting the chain's variety of merchandise is a primary goal. And though Stewart and Trump are never together in the spots, they suggest that Macy's is big enough to accommodate the clashing personalities.

"We want to create more awareness of the Macy's brand nationally and show the consumer that we have some brands they may not yet know about," said Martine Reardon, executive vice president of Macy's Corporate Marketing.

In their commercial, Santana, the iconic guitarist who fuses rock, jazz, blues, soul and more, and pop princess Carey bond over stilettos from Santana's line of sexy footwear.

"I always said shoes are like women," Santana remarks. "They inspire beautiful music." He plays a guitar riff and Carey begins humming. "What does my fragrance inspire?" she asks, spritzing. "Mmm, that's got soul," Santana replies. Donald Trump, who is the comic foil in the commercials, says, "My ties are beautiful. They don't need music."

Aubry, the Calvin Klein model and companion of Halle Berry, stars in the second commercial as a first-day Macy's employee. Women swoon as Aubry is led through the store by a manager. Stewart drops the plate she's holding when she reaches to shake his hand and checks out his butt. Carey, who is at the fragrance counter, murmurs "Oh, my" as he walks by. The camera cuts to Trump, who deadpans, "So very shallow."

The commercials, directed by Barry Levinson, who won an Oscar for "Rain Man," carry the tag line: "Bringing the stars together. That's the magic of Macy's."

The retailer is "trying to showcase more of the store," Reardon said. "Fragrance is a very important part of our business, as is women's shoes. Calvin Klein is a very big partner. It's in home, fragrance, juniors, women's and men's. Martha is a very important brand for us, exclusive to Macy's. She just launched a new line of Wedgewood china. Donald Trump is also a great partner. His men's furnishings business is very strong."
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