Macy and Minneapolis-based agency Mono just launched a new summer campaign marking the first marketing initiative the two have worked on together.
The campaign, titled "Summer's Greatest Hits," celebrates the beginning of the much-awaited season, as it marks the start of building precious moments and unforgettable experiences with loved ones.
"Macy’s Summer's Greatest Hits will lean into what’s special about summer moments," Sharon Otterman, Macy's new CMO, shared in a press release.
Whether it's the first day of the season, the fourth of July, or back-to-school shopping, Otterman reiterates the brand's plan to celebrate "all that makes summer, summer."
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Together with a 30-second hero spot, the department store chain will enact a series of online and in-store experiences for its customers, among other initiatives across its platforms.
A Lovely Day
The "Summer's Greatest Hits" campaign is marked by the short film titled after it, which kicks off at the pool, by the beach, and by the carnival, with families and friends having the time of their lives under the summer sun.
Set to Bill Withers' hit "Lovely Day" performed by R&B artist Amber Mark and produced by award-winning producer Ryan Tedder, it aims to provide a fresh take on a timeless classic that embodies the "carefree spirit" of the sunny season.
"We know summer is the season we all look forward to, so of course you want it to be perfect. But the truth is, no one reminisces about that one time everything went exactly according to plan," the narrator says.
The brand then drives its point home by saying it's the imperfect stories we remember perfectly that make "summer's greatest hits."
The advert ends with a beautiful shot of Macy's inaugural Fourth of July fireworks, which the viewers can enjoy this year through an NBC live broadcast.
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Editing by Katherine 'Makkie' Maclang