If you’ve been singing along to a Macy’s holiday ad this season you’ve probably also been wondering, “Who is the girl in the Macy’s commercial?” That smile and energy is Alison Brie, the star of Macy’s 2024 campaign, “Macy’s Gift Guide.”
Let’s get into why Alison Brie’s involvement makes this campaign the best of the holiday season and what it means for Macy’s as they go all in to win shoppers.
Alison Brie: More Than Just a Pretty Face
From “Community” to Curating Holiday Cheer
You might know Alison Brie from her breakout roles in TV shows like Community and GLOW. Check out her iconic performances on Community Wiki or watch GLOW on Netflix. A two-time Golden Globe and five-time SAG Award nominee, Brie is one of Hollywood’s most versatile actresses. Whether she’s playing driven Annie Edison in Community or fierce Ruth Wilder in GLOW, Brie knows how to get your attention on screen—a skill she’s bringing to Macy’s 2024 campaign.
In the ads, Alison Brie is the human version of Macy’s Gift Guide, wearing a bold red jacket with the retailer’s star logo. Her mission? To help holiday shoppers find the perfect gifts while making the process fun, personal and stress-free.
Why She’s the Perfect Fit
Macy’s Chief Marketing Officer Sharon Otterman said: “Alison is the embodiment of Macy’s and the holiday season. Her warmth and energy makes her the perfect ‘Gift Guide’ to help customers find gifts for their loved ones.”
Brie has a personal connection to the holiday season too. “The holidays are about warmth, joy and special moments with family and friends,” she said. “Being part of this campaign let me share that with everyone.”
Macy’s 2024 Holiday Campaign Behind the Scenes
A New Way to Gift
This year Macy’s has turned its traditional gift guide into a character driven story. Alison Brie as the Macy’s Gift Guide is paired with actor Matt Bush as her eager protégé. Together they make the holiday shopping experience feel more human and fun.
The campaign was directed by award winning director Stacy Wall who brought the idea of a “gift world” to life. Set against a backdrop of stylized design elements each scene is designed to make an emotional connection. Whether it’s finding the perfect gift for someone or the perfect outfit for the holiday party the ads are about the joy and meaning behind each decision.
Multi-Platform Approach
Macy’s isn’t just using TV to tell this story. The campaign is across digital and social media platforms including YouTube, Instagram and TikTok where Macy’s has seen big engagement. For example the TikTok hashtag #MacysHolidayGifts has already gotten millions of views. By meeting customers where they are Macy’s is making sure their message reaches a wide audience—from Gen Z bargain hunters to holiday hosts looking for elegant solutions.
The Emotional of the Campaign
It’s About More Than Just Buying
At its heart Macy’s 2024 holiday campaign is about the joy of giving. Each ad is about the emotional moments of gifting: the warmth of a shared smile, the thrill of unwrapping something thoughtful and the memories in between.
This is especially relevant in a year where customers are looking for more meaning in their purchases. Macy’s is tapping into that by being the partner that helps create those holiday moments.
Macy’s Signature Events
No Macy’s holiday campaign would be complete without the Macy’s Thanksgiving Day Parade. Alison Brie appeared at this year’s event and officially kicked off the festivities by cutting the ribbon. The parade with its balloons, floats and Santa is the visual representation of the joy and magic Macy’s is delivering.
Alison Brie’s Upcoming Projects
For Alison Brie fans there’s more to look forward to beyond the Macy’s campaign. Check out the trailer for the upcoming Community movie or read about Masters of the Universe on Amazon Studios’ page. She’ll reprise her role as Annie Edison in the Community movie and star alongside Dave Franco in the feature film Together. Brie will also play Evil-Lyn in Amazon’s live-action Masters of the Universe. 2024 is shaping up to be a big year for this talented actress.
Macy’s: A Holiday Legacy
Macy’s has been delivering holiday magic for years. Previous highlights include the 2020 “Believe” campaign and the 2021 “Tiptoe and the Flying Reindeer” short film. With its stores across the country, e-commerce platform and beloved events like the 4th of July Fireworks and Thanksgiving Day Parade Macy’s has been a part of American holiday tradition for decades.
But this year the stakes are high. With competitors like Walmart, J.C. Penney and Urban Outfitters launching their own holiday campaigns Macy’s needs to stand out by telling emotional stories and offering exclusives.
Why Alison Brie Matters
The Spirit of the Season
The combination of Alison Brie, Macy’s heritage and the campaign creative has all the ingredients for success. By turning its gift guide into a relatable character Macy’s is bringing a new spin to holiday advertising.
So next time you see that red jacket and those sparkly stars you’ll know who the girl in the Macy’s commercial is. She’s Alison Brie—a holiday star making shopping a little more merry for everyone.