This Macy’s holiday spot from BBDO, “Tiptoe & The Flying Machine,” features a bright-eyed and lovable blue reindeer, Tiptoe, who’s afraid to fly. But her friends Polar Bear and Penguin know she is just nervous. To help boost her confidence, they take her to the North Pole’s greatest makers (the Elves) who produce their greatest invention yet, a Barometrically Elevating Levitation Instigation Engine with Vehicular Enhancement (B.E.L.I.E.V.E., a.k.a a flying machine. During Tiptoe’s flying test with Santa, the flying machine begins to malfunction and Tiptoe starts to wobble and drop, when suddenly she looks back and sees an inscription that reads B.E.L.I.E.V.E. The word encourage Tiptoe, and she begins flying up into the sky over Santa’s workshop. From that day on, Tiptoe was never scared to fly again, because she knows the courage she needed isn’t in some machine. It was in herself all along. As Tiptoe flies happily, we cut to a dad holding a reindeer doll that looks just like Tiptoe, telling his daughter the story as they wait for their plane at the airport. Tiptoe’s heartfelt story gives the little girl the confidence she needs to fly to visit grandma.
“Tiptoe & The Flying Machine” is a story filled with joy, optimism, family, and ability to overcome big obstacles with the support and love of family and good friends. Animation studio on the spot was Nexus with Conor Finnegan directing. Live action was handled by Superprime with Ben Quinn as director.
To officially kick-off the magic of the holiday season, Tiptoe will march down Manhattan on Thanksgiving morning as a puppeted animated balloon, cheered on by her co-stars Penguin and Polar Bear on the accompanying North Pole Believe float. She will sit on top of the iconic Herald Square store marquee in New York and her magical story will be featured in holiday windows at Macy’s flagships including State Street in Chicago and Union Square in San Francisco. Tiptoe will also be featured at Macy’s Santaland®. To spread even more joy this holiday season, 1,000 Tiptoe custom plushies will be gifted to Make-A-Wish kids and local charities.
CreditsClient Macy’s Agency BBDO David Lubars, chief creative officer worldwide & chairman North America; Matt Macdonald, EVP, group executive creative director; Eric Goldstein, SVP, sr. creative director; Fred Kovey, VP, creative director; Diane Hill, EVP, group executive producer; Melanie Cornish, sr. producer; Julia Millison, sr. music producer. Animation Nexus Conor Finnegan, director; Malcolm Hadley, DP; Isobel Conroy, Doireann de Buitlear, sr. producers. Live-Action Production Superprime Ben Quinn, director; Tim Hudson, ACS, DP; Maddi Carlton, exec producer; Salli Zilles, line producer; Peter Bunstein, production manager.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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