In a post at Bloghound, Lois Kelly nominated Macy's for the best ad shown during the Emmy broadcast in September. The premise: A montage of famous people, everyone from Emeril Lagasse to Tommy Hilfiger, pretend to be Macy's employees with an hour to prepare the store before its 10am opening. The charm factor comes from their willingness to poke fun at their own supposed foibles.

Donald Trump, blow dryer in hand, aims the blast of hot air directly at what many skeptics consider a comb-over. Martha Stewart obsesses over the placement of her displays while apprehensive assistants wait nervously nearby. Only Diddy drilling his sales staff in superlative slogans for the Sean John line seems to take himself seriously. Perhaps that is the joke.

Another Christmas-themed ad brings everyone back together for a late-night session to decorate a Macy's store for the holidays. Kenneth Cole receives some good-natured teasing when he hangs one of his thought-provoking slogans—To Be Aware Is More Important Than What You Wear—and is asked, "Does that apply to elves?" In another part of the store, Russell Simmons gratefully accepts a hot chocolate after being assured it's made with soy. And Jessica Simpson brings everything to halt when she accidentally disconnects the store's power source.

"Knowing the personalities behind brands—and being willing to spoof them—helps us get to know the brands," writes Kelly. The clever spin on celebrity endorsement accomplishes multiple goals in one clean swoop—both for Macy's and the individual brands—and that's pure Marketing Inspiration.

More Inspiration:
Elaine Fogel: Xerox's Cause-Related Marketing Program
Paul Barsch: Are Web 2.0 Tools Dumbing Us Down?
Drew McLellan: Here Comes the Fruitcake!

→ end article preview
Read the Full Article