Macy’s Celebrates 6 Remarkable Women for Their Different Leadership Paths

BBDO spotlights an NBA coach, civil engineer, public defender and more

NBA coach Becky Hammon in Macy's new spot. Macy's
Headshot of Doug Zanger

In a new ad focused on Macy’s fall collection, BBDO continues its “Find the Remarkable You” campaign by featuring six women from different walks of professional life, yet bound together by their talent, leadership and achievements.

The group is impressive, inspiring and highly accomplished. Becky Hammon, an assistant coach for the San Antonio Spurs, may the best-known of those featured. But the inclusion of Tiffiny Blacknell, a working mom and public defender in Los Angeles; Mishaal Ashemimry, an aerospace engineer from Miami; Patricia Valoy, a civil engineer from New York; and Vanessa Beckman, a California 4th grade teacher shows a wide range of backgrounds, expertise and experience.

The sixth woman featured, JoAnn Falletta, conductor and music director of the Buffalo Philharmonic and the Virginia Symphony Orchestra opens the 60-second ad. She leads an orchestral rendition of the opening of No Doubt’s iconic song “I’m Just A Girl” before the film launches into a blended montage of fashion and empowerment with Ashemimry’s voice and work interspersed throughout.

Similarly to the spot that launched the campaign in the spring, a lot is going on (especially with the audio mix), but it manages to stay on track to ensure the message isn’t lost.

Additional video vignettes that contextualize the back stories of some of the participants are a nice extension to the campaign. Hammon, for example, talks about the impact of her leadership saying that: “Being a role model is obviously one of the biggest responsibilities that I have not only to young girls and women, but it’s important that little boys see women being capable in their jobs.”

A 30-second spot is running on network and cable TV (the 60-second version runs online). Additionally, the brand will have two Instagram Story executions that allow viewers to shop in the app, and includes templates for followers who wish to share their own story.


Client: Macy’s
Title: Remarkable You

Agency: BBDO New York
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Danilo Boer
Executive Creative Director: Marcos Kotlhar
Associate Creative Director: Gabrielle Attia
Associate Creative Director: Ceasar Finamore
Art Director: Pedro Sampaio
Senior Project Manager: Noreen Masih
Group Executive Producer: Dan Blaney
Associate Producer: Corie Rosenblatt
Associate Art Producer: Lizzy Lehn
Director of Business Affairs: Bernadette Naughten
Production Services Director: Jessica Nugent
Business Affairs Manager: Nancy Espinal
Director of Music: Rani Vaz
Group Planning Director: Yin Chung
Senior Communications Planner: Julie Naidu
Senior Director: Corey Cirillo
Account Director: Justin Perrelli
Assistant Account Executive: Maddy Bell

Talent Sourcing: Nickerson Research
Susan Nickerson
Chris Lutz
Jennifer Kilburn

Production: MJZ
Director: Rupert Sanders
President: David Zander
EP: Kate Leahy
Line Producer: Laurie Boccaccio
DP: Greig Fraser
AD: Bobby Philips

Editorial: Whitehouse
Editor: Russell Icke
Assistant Editor: Katie Covino
Executive Producer: Caitlin Grady
Head of Production: Melanie Klein

Post Production / VFX: The Mill
Creative Director: Gavin Wellsman
Executive Producer: Rachael Trillo
Shoot Supervisors: Christopher Schroeer, Chris Knight
Colorist: Fergus McCall
2D Lead: Siro Valente
CG Lead: Emily Meger
2D Artists: Ben Kwok, Alexis Jo, Krissy Nordella
CG Artists: Incheol Jeong, Tim Kim, Alek Vacura, Nile Hylton
Producer: Anna Borysewicz

Artist / Song Title: No Doubt / Just A Girl
Music Supervision: Platinum Rye

Final Mix:Sonic Union
Mixer: Steve Rosen

Sound Designer: Brian Emrich

Letterer: Alex Trochut

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.
Publish date: September 12, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT