Macy’s tapping into customer creativity for new ad

NEW YORK — Macy’s is turning to its customers for its next commercial, the retailer’s first national crowd-sourced spot created in celebration of America by Americans. 

Customers who visit will be able to submit brief videos celebrating the people, places and things they love about America. Called "American Icons," the new television commercial will tell the story of what makes America great in the eyes, and through the lens, of people from coast-to-coast. In mid-May, Macy's will debut the final 30-second spot on national television as part of the launch for its "American Icons" program. 

"Macy's recognition as America's department store is a credit to the customers who have shopped our stores for more than 150 years. We could not celebrate our 'American Icons' campaign without asking these customers to participate by sharing their visions of what makes this nation great," said Martine Reardon, Macy's CMO. "We're excited to be giving our customers an opportunity to co-create this special salute and together, we'll pay tribute to the people, places and things we love about America." 

For the "American Icons" television commercial, Macy's is seeking high-quality, creative interpretations in video, sequential stills and animation. The selected elements will be edited into a video montage that will feature content from across the country. Videos must be in high definition, 1920x1080 in resolution and no longer than 10 seconds in length. 

Macy’s is looking for clips that visually depict each person's favorite thing about America, such as hometown landmarks, scenes from a family farm, sharing a meal with loved ones, playing baseball with friends, visiting national parks and monuments, taking a road trip, landscapes, flags, quintessential houses, stores, signs, roads, classic cars, family portraits, great faces and special celebrations like state fairs, parades and fireworks. 

Consumers whose contributions are used in the final commercial will receive a credit posted within the spot on 

Videos may be submitted for consideration between now and April 29 at For more information, see official rules and regulations at The “American Icons” program launches May 15. 

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