Macy’s this week launched a campaign celebrating the carefree spirit of summer, according to a press release. “Summer’s Greatest Hits” features a new version of Bill Withers’ “Lovely Day” reflecting the campaign’s theme of finding joy in every moment. The tune is sung by Grammy-nominated R&B artist Amber Mark and produced by Grammy award-winning producer Ryan Tedder.
The multi-channel campaign launched June 20 and will run through the summer months, tying back to a number of key marketing opportunities for Macy’s, including summer trends, sales events and back-to-school shopping. The effort will also be integral to the annual Macy’s 4th of July Fireworks broadcast on NBC, during which “Lovely Day” will be performed. The fireworks display will also be streamed on Peacock.
The campaign will appear across digital media, social platforms, out-of-home (OOH) activations, television and Macy’s brand channels. Storytelling around summer highlights like barbecues and road trips will be unified across channels.
The effort was developed with agency Mono and is the first big campaign from the department-store brand after Sharon Otterman joined as CMO six months ago. Otterman’s background includes experience in media, entertainment and digital transformation.
The summer push also follows Macy’s announcement earlier this year that it plans to close 150 stores over the next three years.
"Macy’s Summer's Greatest Hits will lean into what’s special about summer moments,” said Otterman in a statement. “From the first day of summer, to the 4th of July, to back-to-school shopping, we will celebrate all that makes summer, summer.”
