What would it be like to step into the shoes of a major brand like Macy's? Now more than ever, customers are concerned with the values of the brands they purchase from. A large-scale movement of voting with your wallet has resulted in a more discerning consumer profile, leading brands to truly consider how they present their motivations.
A Christmas commercial is the perfect setting to display a brand identity that aligns with the consumer's personal values. In this sentimental playing field, the spirit of generosity, familial and romantic love, and selflessness is heightened. As the weather gets colder, commercials encourage little acts of kindness, expressing love and good will. Macy's 2020 campaign "In Dad's Shoes" is no different.
Following a little girl as she considers what to get her dad for Christmas, we see her literally walk in her dad's shoes, going about a day as him. Not only is this commercial filled with the gift giving spirit, it shows consideration of others and strong community ties. As the dad exclaims that he loves the gift his daughter gave him, the ad concludes with lasting impressions that Macy's cares about being considerate of others.