• About
    • About Us
    • Leadership Team
  • Products
    • Test Your Ad
    • Test Your Idea
    • Test Your Brand
    • Case Studies
  • Insights
    • Campaigns
    • Nation’s Favourite Ads 2022
    • Super Bowl LVII
    • Christmas
    • World Cup
    • Advertising Effectiveness
    • Lemon
    • Look Out
    • Unlocking Profitable Growth
    • Representation
    • Feeling Seen USA
    • Feeling Seen UK
    • Wise Up!
  • News
    • Ad Of The Week
    • Blog
    • Uncensored CMO
    • In The Press
  • Investors
    • Investor Info
    • The Board
  • Work With Us
    • Careers
  • Contact Us
    • Get In Touch
    • Offices
  • About
    • About Us
    • Leadership Team
  • Products
    • Test Your Ad
    • Test Your Idea
    • Test Your Brand
    • Case Studies
  • Insights
    • Campaigns
    • Nation’s Favourite Ads 2022
    • Super Bowl LVII
    • Christmas
    • World Cup
    • Advertising Effectiveness
    • Lemon
    • Look Out
    • Unlocking Profitable Growth
    • Representation
    • Feeling Seen USA
    • Feeling Seen UK
    • Wise Up!
  • News
    • Ad Of The Week
    • Blog
    • Uncensored CMO
    • In The Press
  • Investors
    • Investor Info
    • The Board
  • Work With Us
    • Careers
  • Contact Us
    • Get In Touch
    • Offices
1
5.9
Parent Company:

Macys

Region:

North America

In Dad’s Shoes

Our opinion

Department store giant Macy’s has had a rough few years, dealing with the changing needs of retail customers and then the Covid-19 pandemic. But at least it ends the year with something to smile about – a maximum 5.9-Star Rating for its Christmas ad, putting it at the top of the US list so far this year.

Macy’s has a solid track record of Christmas commercials, with 2018’s space-station themed offering getting a lot of acclaim. But for 2020 they’ve come down to Earth, with “In Dad’s Shoes”, a heartwarming ad about small-town family life. A daughter wonders what to get her Dad for Christmas… and his shoes take matters into their own… laces.

Other ads might use this set-up for some madcap comedy, but Macy’s takes a gentler route – most of the smiles come from the physical acting of its child star as she stomps around in her father’s footsteps. The ad mixes happiness and surprise nicely until its closing payoff, which saw a big peak of happiness as the ad redeems one of the corniest Christmas gift choices.

With a strong lead character, an intriguing central incident, and a powerful sense of place, Macy’s ticks all the right-brain boxes and can be proud of an excellent ad.

Back To All

Get In Touch

Got a Marketing problem? We'd love to hear about it. Tell us what you're looking for and we'll get in touch ASAP.

Contact Us

Get the Ad Of The Week in your inbox

By subscribing you agree to the use of your data in accordance with our privacy policy

Got a specific question? Get in touch

  • Instagram icon
  • Privacy & Cookies
  • Terms & Conditions
  • Corporate Social Responsibility
  • Contact
  • Company Info
  • Financial Info
  • Share Details
  • Investor News
  • Shareholder Info
  • Corporate Governance
  • AIM Rules
© 2023 System1 Group PLC. All rights reserved.
Website by Luke Greenaway