Macy’s 2017 holiday advertising campaign kicks off with this two-minute anthem titled “Lighthouse” which tells the story of two children, and their families, being brought together by the perfect gift.
This tug-at-the-heartstrings tale–which has the lad reaching out to a girl who recently lost her mother–was directed by Steve Ayson of MJZ for BBDO New York.
The two-minute piece is being shown online, while :60 and :30 versions will run both on TV and online.
Client Macy’s Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Danilo Boer, Marcos Kotlhar, executive creative directors; Matt Brink, Adam Livesey, sr. creative directors; Ashley Henderson, executive producer; Rani Vaz, director of music. Production MJZ Steve Ayson, director; Germaine McMicking, DP; Emma Wilcockson, exec producer; Jeff MacDougall, line producer. Editorial Whitehouse Post Russell Icke, editor; Emma Platek, assistant editor; Caitlin Grady, exec producer; Pamela Heller, producer. Postproduction/VFX Blacksmith Daniel Morris, VFX supervisor, lead compositor; Charlotte Arnold, exec producer; Anu Nagaraj, producer; Margolit Steiner, Robert Bruce, Jay Lee, Jacob Slutsky, Ivan Zwarts, compositing; Tuna Unalan, 3D. Music Barking Owl Sound Barking Owl, music arrangement/supervision; Kelly Bayett, creative director/partner; KC Dossett, producer; Brian Canning, Ethan Walter, composers. Audio Post Sonic Union Steve Rosen, mixer.
Each year, over 300,000 volunteers power the American Red Cross, responding to an average of 65,000 disasters nationwide. This holiday season, BBDO New York has launched a poignant American Red Cross campaign to increase donations for disaster relief while spotlighting the critical role volunteers play in their mission.
The centerpiece film in this campaign--"Shelter Mom" directed by Anthony Frattolillo via production company One Free Play--tells the story of a family seeking shelter after a devastating natural disaster.
In a powerful twist, the PSA reveals how dedicated and selfless American Red Cross volunteers really are--in this case a mother separated from her family while helping other families in a time of need. The closing message drives home the call to action: “They’re relying on her. We’re relying on you. Please Donate.”
Given all the recent events, this spot really hits home, especially for certain members of the creative and production team. Director Frattolillo and his family had to evacuate from the California forest fires in 2020 and spent time in a shelter. And BBDO New York creative director Greg Gertsner had to evacuate in 1999 during Hurricane Floyd as overflow from a raging nearby river reached his family home.
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