Improbable heartstring-tugging stories are the hallmark of Christmas (or in politically correct America, holiday) advertising. Think of them as a regroup and reorientation – putting a veil of goodness over the year’s dire news and bad behaviour, preparing us (optimistically) for a fresh year ahead.
This year, Macy’s holiday ad – created by BBDO New York and directed by Garth Davis through Reset – also adds the year’s female empowerment theme to its story. It doesn’t feel quite right in there but women still have a long way to go so no censure intended.
It’s the story of a young girl who wants to be Santa. Included are bullying, heartbreak and perfect parents whose help fixes everything. You will cry, especially when the title, Believe in the wonder, comes up. That’s part of the tradition.
The two-minute film is running online. A 30-second version is running on TV in the US and social channels. Believe in the wonder will be featured in the windows of Macy’s Herald Square flagship store in New York.