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Macy's set to launch new campaign during 59th Annual Emmy Awards


NEW YORK Macy’s this Thursday announced that their new brand campaign will launch during the telecast of the 59th Primetime Emmy Awards airing Sunday, Sept. 16.

The campaign, which was created by Oscar winners Barry Levinson and Bob Richardson (director and cinematographer, respectively), features celebrity designers in a Macy’s store readying their relevant "departments" for business. Some celebrities featured in the campaign include Sean (Diddy) Combs, Jessica Simpson, Usher, Donald Trump, Marc Ecko, Kimora Lee Simmons, Tommy Hilfiger, Emeril Lagasse, Tyler Florence and more.

Under this campaign, Macy’s has also created commercials featuring Martha Stewart, to promote the launch of the Martha Stewart Collection, which is said to be the largest brand rollout in Macy's history.

"Unlike celebrity endorsement advertising, the beauty of the Macy's campaign is that the icons featured are all participating as genuine representatives of their brands which are carried in our stores,” said Peter Sachse, president of Macy's Corporate Marketing. “It's a story and status that virtually no other retailer today can claim."

A 90-second spot will break the campaign during the first hour of the Primetime Emmys and will air several times throughout the program. Sixty- and 30-second commercials will also run throughout the fall season. The spots will be available for viewing on beginning on September 19.

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